Making Naturals real and relatable

Despite their reputation as a no-nonsense, value brand, Webbox had the chance to own a unique position in the natural food segment. Pushing back against the perfect pets and country-living tropes favoured by many brands, Webbox wanted to echo the hectic and hilarious reality of pet ownership as experienced by most of their urban and suburban customers.

This inspired the “Real Pets, Real People, Real Life” campaign – positioning Webbox as the brand who really understood owners and their perfectly imperfect pets. To bring the idea to life, we recruited real pet owners; building the campaign around them and their stories of life with their furry friends.