Natures Menu picks HeyHuman as first creative agency

Natural pet food brand Natures Menu has appointed HeyHuman as its first creative and strategic agency after a three-way pitch.

HeyHuman’s first brief will be to support the launch of True Instinct, Natures Menu’s new premium natural pet food brand, launching during Q1 2018.

Natures Menu commercial director James Langan says: “Natures Menu is embarking on a period of accelerated growth, and as a result, we need a strategic agency partner to complement our ambitious plans for the brand.

“This is the first time we have made an appointment of this kind and we’re excited to get started. HeyHuman’s deep understanding of the relationships people have with brands will play a significant role in helping us lead and innovate the UK’s natural dog and cat food market.”

HeyHuman managing partner Liz Richardson says:, said: “Natures Menu is an ambitious, fast-growing business at a really exciting stage in its journey and thinking hard about its positioning and what the brands stands for. This is the type of work that we love to get involved in and plays perfectly into our behaviours-focussed approach which explores brand relationships and delivers brain friendly content.”

The UK is the largest pet food market in Europe accounting for £2.6bn (equal in size to the UK cereal market). The natural pet food market is £226m, growing by 15 per cent a year.

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