The product
For the instagram dogs, Bon ApPETit is a dog food delivery service that offers nutritious meals, worthy of a spot at the dinner table because healthy dog food should look as good as the ingredients in it.
The brand aims to transform feeding times from a chore to a bonding activity for owners and their dogs.
Packaging
Dog food in a bento box. It comes with ready-to-assemble human-grade food for dogs, an instruction card with serving suggestions and nutritional information and a pair of small bamboo tongs for plating up. The boxes fit neatly inside a larger sleeve, allowing for easy draw-like storage in a fridge.
Website
The world wide woof
Being a subscription service, this product isn't available in stores. The first point of contact consumers have with the brand is on the website, where consumers can read up about the product, ingredients, testimonials and get started with their free trial.
Advertising
Woof woof! Who's there?
A wide range of advertising mediums was used to reach the demographic. The advertising is based off a try-before-you-buy model, encouraging consumers to sign up for a free trial. Through social media ads on Instagram and Facebook and collaborations with nano-influencers, print ads in magazines that show off just how good the food looks, a pop up stall at the annual Melbourne Dog Lover's Show and out-of-home advertising near and around popular dog walking parks.
Puppy pub crawl
A pint and a bowl please
Drinks with mates, dogs in matching bandanas. This unique marketing event helps consumers to have a social touch-point with the brand. Introducing the product to dog owners while letting them get to know the people behind the brand.
Brand toolkit
Howl does it look?
A combination of clean vector graphics and organic shapes and rice patterns helps to extend the cleanliness of the brand. The colours orange, yellow and green reflect the colours of the ingredients, representing the healthy nature of the dog food.
