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.
Digital: 10x eCommerce revenue within 3 years
Return On Ad Spend (ROAS): 15x
Image & Video Production
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
An all new eCommerce website
Images & Video Production
Web Design & Digital
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
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
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.
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.