Butternut Box Putting the food back into dog food.

Otherway helped create the Butternut Box brand at its inception ten years ago, since then Butternut Box has become Europe’s biggest fresh dog food brand. We were invited back to establish a new strategic direction that builds upon the brand’s massive success to date while preparing it for its next phase of growth.

The collaboration resulted a new creative platform, ‘Fresh Food. Happy Dogs.’ is designed with radical simplicity at its core. As Butternut Box leads the charge in growing the fresh category, the goal is to ensure the benefits of a fresh diet for dogs are instantly understood by wider, more mainstream audiences across Europe.

An evolved brand world retains the personality that fans have loved since launch, featuring updated brand fonts and illustrations that celebrate the company's vibrant character. Spearheaded by the Butternut Box in-house design team, working in collaboration with the Otherway team, the evolved brand world sees an updated design language brought to life throughout the campaign.

The campaign is bold and purposeful, with TV, OOH, radio and digital elements all bringing the promise of Fresh Food. Happy Dogs. to life. A manifesto film for TV, clearly establishes the brand’s positioning, while photography captures dogs genuinely enjoying their food. With high-impact OOH and digital executions making sure the message is seen and remembered.

At its heart, the work is about making fresh food simple, joyful, and universally understood, turning Butternut Box into a brand European dog lovers can recognise and trust.