Market entry and PR for Butternut Box – healthy, fresh dog food

Butternut Box is a British producer of highly individualised, freshly cooked dog food. For its market entry in Germany, we supported the company with strategic PR to raise brand awareness and position Butternut Box as an expert in healthy, species-appropriate dog nutrition.

The German dog food market is fiercely competitive, and consumers have a wide choice of brands. At the same time, communicating nutrition topics is demanding, as content must be technically correct yet also easy to understand and appealing to dog owners. The aim was to establish Butternut Box as a trustworthy and innovative brand in a new market and to build relevant media presence continuously.

Our PR strategy for Butternut Box combined data-driven approaches with emotional and seasonal topics. We began with an introductory press release to launch the brand in Germany. Building on this, we developed thematic press releases based, among other things, on surveys of dog owners, looking at aspects such as spending on dog supplies or proper nutrition. These measures were complemented by interviews with vets, product tests and seasonal campaigns, for example around the Butternut Box advent calendar for dogs. With this approach, we achieved continuous media presence within a year and placed content in trade media as well as in mass-market and lifestyle media.

The PR work led to more than 40 publications in leading print and online media, including BILD, B.Z., Frau im Trend, Petbook, Pet, Der Hund and Partner Hund. The campaign covered both specialist topics and lifestyle-relevant content and achieved significant reach among German dog owners. The measures strengthened Butternut Box’s brand awareness in a lasting way and established the company as a competent provider of healthy, individual dog nutrition on the German market.