Taking Norsh from brand new to nationwide
Brand Launch and 360 Campaign
Brand and Creative Strategy
Hero AV and Launch Content
Paid and Organic Social
Influencer Partnerships
Content Production
Retailer Support
Web and CRM Assets
Always-on Social
The Challenge
Mackle Petfoods challenged us to launch their newest brand, Norsh, into one of the UK’s most competitive categories - pet food.
With premium ingredients, strong nutritional credentials and a more responsible approach, Norsh had everything it needed to succeed. But in a crowded market, great products don’t stand out on their own.
Our challenge was to create a distinctive brand personality that would drive awareness, spark engagement on social and make Norsh impossible to ignore on shelf.
Our Solution
With an office full of pups of all shapes and sizes, we had the perfect solution - put the dogs in charge.
We created a ‘dog-first’ campaign platform that brought Norsh to life through the eyes of the pets who would actually be eating it.
Across a chaotic multi-day shoot, our office dogs, supported by a team of trained professionals (the only ones who could reliably take direction), stepped into the spotlight. They tasted their way through the Norsh range, created plenty of chaos and helped us build a playful brand world packed with personality.
A Launch Built for Every Channel
We created a full suite of hero films, social cutdowns, photography, product content and behind-the-scenes assets.
The campaign stretched across:
• Paid and organic social
• Influencer partnerships
• Seeding boxes
• Web
• Email
• Retailer communications
Giving Norsh a consistent presence wherever customers discovered the brand.
Paid media built immediate scale, while organic content established the brand’s cheeky tone and tested which formats audiences responded to most.
Turning Attention into Retail Momentum
The campaign introduced Norsh to millions of pet owners and gave the brand a clear, recognisable voice.
Dog point-of-view content, humour and behind-the-scenes moments proved particularly effective, helping Norsh feel more like an entertaining social personality than a traditional pet food advertiser.
That awareness helped support a much bigger commercial success.
Norsh is now stocked nationally across Waitrose, Tesco and Asda, taking the brand from a new market entrant to a serious name in UK pet food.
The launch gave Norsh more than awareness. It created a distinctive brand platform, a growing community and the retail credibility needed to earn space on shelves nationwide.
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