Butternut Box
University Project
About the brief
Develop a data-driven media strategy for Butternut Box to increase brand consideration and trust. The campaign focused on creating a three-month digital plan targeting UK dog owners, using audience insights and research to justify platform choices and budget allocation
Insight
Type your Dog owners treat their pets like family, yet often feed them low-quality processed food. This contradiction, combined with a growing demand for healthier, more personalised pet nutrition, creates an opportunity to challenge behaviour and reposition fresh dog food as the better choice (GlobalPETS, 2024; Mintel, 2024)
Idea
Type your paragraph “If you wouldn’t eat it, why should your dog?”
A simple, provocative idea that highlights the gap between intention and behaviour. The campaign uses humour, dog-perspective storytelling, and food comparisons to make the message memorable and emotionally engaging while reinforcing “real food for real dogs”
Audience
UK dog owners aged 25–45, primarily Millennials and Gen Z. They are tech-savvy, socially active, and see their pets as family. They value convenience, quality, and transparency, but can be sceptical of traditional advertising (GlobalPETS, 2024).
Strategy
A full‑funnel approach combining DOOH for mass awareness, Instagram (55%) for lifestyle engagement, and YouTube (35%) for reach and mid‑funnel understanding
The strategy combines emotional storytelling with performance marketing, optimised through A/B testing and real-time data (Whitehat SEO, 2026; Digital Applied, 2026).
Creative
Short-form, social-first content designed for engagement:
- Dog POV storytelling and humour
- Visual contrast between fresh food and kibble
- UGC and influencer content for authenticity
- DOOH executions with bold, challenging messaging
The KPIs
4M impressions and 1M reach
1.5% CTR and 25% VTR +25%
website traffic 12% conversion rate
This project got a grade of 82
The assets
Static social media
