Saskia Parton. Credit: Fur Media
Fur Media has driven a 320% lift in pet owner interest in ZIWI Peak's dog and cat food products, through a campaign run across its vet clinic screen network.
The New Zealand premium pet food brand advertised across Fur Media's network of more than 300 vet reception screens nationally, aiming to boost visibility and reach pet owners visiting veterinary clinics.
A Fur Media brand uplift survey found interest in ZIWI Peak's products rose 200%. Brand consideration grew 164% for cat products and 117% for dog products, with customers now twice as likely to buy the brand.
Positive brand perceptions tripled, with brand image up 21 points for cat products and 23 points for dog products.
ZIWI Peak makes high-protein pet food from raw ingredients, without artificial additives or fillers.
ZIWI Peak head of marketing, APAC, Alex Fallowfield said the campaign lifted brand consideration and interest while reaching pet owners in the moment they're actively thinking about their pet's health and wellbeing.
"This campaign helped reinforce our commitment to quality, trusted pet food, while also introducing our products to new audiences who share those values," Fallowfield said.
Fur Media sales director Saskia Parton said the campaign combined the company's digital out-of-home network with creative to drive a strong mid-funnel lift for ZIWI Peak's cat and dog food range.
"These results really demonstrate Fur Media's ability to deliver tangible results for brands," Parton said.
Fur Media reaches nearly 1.6 million Australian pet owners monthly through screens in premium and boutique vet clinics, where owners have a dwell time of 20 to 30 minutes.
Founded by Michael Ryan and Nic Cann in 2024, Fur Media has signed deals with Boehringer's Nexgard, Elanco's Advocate, Everyday Pet Insurance and Mars' Greenies Pill Pockets.
Australia's pet food market is tipped to reach $5.8 billion in 2026, growing 5% annually, according to Mordor Intelligence.
More than two-thirds of Australian households own a pet. In the past three years, 800,000 more households have taken on pets, adding 2.9 million animals, per the Pet Industry Association and Animal Medicines Australia. Dog ownership has risen 15.5% since 2022.
ZIWI Peak is now working with Fur Media on the next phase of its awareness campaign.
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