There is a real food movement in our midst, but we’ve left our pets behind. This is why we asked pet passionates to join Black Hawks real food movement for dogs. Black Hawk was nothing but real, so our campaign had to be as well. Nothing but real dog owners who use Black Hawk. Nothing but real bonds between them and their dogs.We used five real Black Hawk customers (and their dogs) to be part of our campaign. We captured real 'moments' of them bonding and it worked. The campaign on-boarded 25,000 households in just six months and saw Black Hawk move from No.5 player to No.1 in premium pet food space. The Real Food Movement campaign most recently walked away with a trophy from the Effies.