Essential Foods is an ambitious and generous company that produces dog foods now sold in 22+ countries. Production takes place in the UK, using local produce to minimize transport and assure premium quality. Its Charity Program, mainly supporting nature conservation and dogs in need, grows every year, with the donations adding up to 845.000 DKK in 2021.

Essential
Foods

Man reading in a field with a dog

Goals

Overall: 3x global revenue within 3 years
Digital: 10x eCommerce revenue within 3 years

Results

As of 2021, we are on track to hit both main goals.
Return On Ad Spend (ROAS): 24x
Deliverables:
Branding
Web Design
Campaigns
Image & Video Production
Packaging Design

Positioning Essential Foods as the one and only lifestyle brand within the pets industry

Creating a global lifestyle brand

Essential Foods wants to grow its business sustainably by increasing its global outreach, with a high percentage of organic growth. To make that possible, the company needs to create a global lifestyle brand with a compelling core story.

Promoting a new definition of the good life

In close collaboration, we developed a core story with Essential Foods as a promoter of a new definition of "the good life" in which slow living and nature walks are essential. In a fast paced and performance-focused society, this countering message resonates with dog owners all over the world and such a message sticks and is worth sharing. And besides being a good message in and of itself, it is something that creates organic growth.

"The team at Abel truly understands the brand and they have the strategic and creative capacities to bring it alive on a global scale and hence making it possible for us to achieve our ambitious goals."

– Christian Degner-Elsner

Founder, Essential Foods

... with a top notch user experience optimized for conversions and of course, optimized for mobile as well.

Mobile webshop selling dog food

Marketing Suite

Deliverables:
Digital Assets
Printed Materials
Images & Video Production
Deliverables:
Web Design & Digital
Printed Materials
Packaging Design

Design

We organized a Marketing Suite, using the Kontainer system, and created 200+ assets for Essential Partners to use all over the world.

It has now become the center for all Essential Foods marketing and with a quarterly newsletter, we share the news and best practices for how to use the assets.

Categorization of Product

Tailored for all formats – no compromises made.

Sign up below to download our Video Flow Template.

Enjoy!
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Tailored for all formats – no compromises made.

Sign up below to download our Essential Foods ROAS ePaper.

Enjoy!
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We have redesigned and designed product packaging with one goal in mind, to elevate the experience of dog food products to something with an aesthetic quality you would want to display.

Dog food in different variationsSocial media stories with dogsHealthy oil and supplements for dogsMagazine with man and dogGreen oil bottles with Omega 3Posters with woman and dog
A notebook for dog owners
Deliverables:
Campaign Strategy
Communications Strategy
Packaging Design

Legend Reborn Campaign

To become a global lifestyle brand, you need some concrete and tangible to back up the talk. That came with the redesign of the OMEGA 3 OIL packaging. We ran the process from concept to final bottle, wanting to "conquer" the kitchen with a bottle with such aesthetique qualities that you actually want to display it.

We launched it as a "Legend Reborn" with 3 main activities:

1. Sending a beautiful box containing 500ml and 1000ml to key partners
2. Print advertisements in local magazines
3. Social testimonials for Facebook & Instagram Ads

Cardboard box and omega 3 oil
Marketing Strategy
Campaign Strategy
Art Direction
Design
Recommendations program on dog food websiteReferral programme flyer

Member Get Member

We created a Recommendation Programme and ran the process from A-Z. Others call it "referrals", but we found that way too cold, so instead we framed it as the much warmer "recommendations". We defined the terms and conditions in a sweet spot between best practices and the Essential Foods brand.

18%

February 2021

New customers from Member Get Member

32%

March 2021

New customers from Member Get Member

Oscar Haumann
Co-Founder & Business Lead

Reach out to Oscar to learn more about how we helped Essential Foods and how we might help you.

oscar@helloabel.com
+45 53 25 67 69

Marketing Suite

The Essential Kontainer. We organized a marketing suite, using the Kontainer system, and created 200+ assets for Essential Partners to use all over the world.
It has now become the center for all ESSENTIAL FOODS marketing and with a quarterly newsletter, we share the news and best practices for how to use the assets.

Dogs in nature
Dog and man in nature
Woman and dog on a field
Old man with a brown dog
Brand Images
Video Production