Pet Food Marketing in Australia: Why Your Kibble Needs Killer Branding
Aussies love their pets. We’re talking over $3.2 billion a year spent on pet food. That’s not just a market. That’s a movement.
And here’s what’s changing. Pet food is no longer just about nutrition. It’s about identity, health, sustainability, and trust.
Pet owners want to feel proud of the brand they choose. Whether it’s a vet-recommended formula or handmade biscuits from Byron Bay, their expectations are higher than ever. But with shelves packed full of options and endless choices online, how does your brand rise to the top?
It starts with good marketing. Not noisy. Not gimmicky. Just smart, honest, and strategic.
Let’s break it down using the PAS framework: Problem, Agitate, Solution.
The Problem: Aussie Pet Parents Are Spoilt for Choice
Picture this. You’re a first-time dog parent walking into Petbarn. There’s an entire aisle of kibble, raw food, canned meat, and treats. Every product promises something. Shiny coats. Strong bones. Happy tummies.
But to a shopper, they all blur together.
It’s overwhelming. Pet parents want to make the right choice, but they’re short on time and stuck guessing. And that’s where most brands lose the sale.
Even online, the problem gets worse. A quick Google search for “best cat food” brings up ads, review blogs, influencer lists, and product pages. It’s a mess.
Unless your brand stands out visually and emotionally, you’re just another name in the scroll.
The Agitation: Bland Branding Is Costing You Sales
Here’s what happens when your branding doesn’t connect.
1. Missed Opportunities
Pet owners are creatures of habit. If they don’t choose your product the first time, they’re not likely to circle back. That one missed moment might cost you years of repeat business.
2. Ineffective Ad Spend
Are you running Facebook ads or Google Shopping campaigns? Great. But if your visuals don’t inspire trust and curiosity, people scroll past. That’s money gone without results.
3. Confusing Brand Positioning
You might sell a premium product, but if your packaging feels generic or budget, shoppers won’t believe the price tag. Or worse, they’ll question the quality.
Branded Agency says packaging is your first real ad. It’s your chance to say, “This brand gets it.”
If your design doesn’t communicate clearly, it doesn’t matter how good the food is inside.
The Solution: Marketing That Connects and Converts
1. Start With a Real Story
Why did your brand start? What makes it different?
Your “why” builds emotional connection. Whether you’re a dog mum tired of low-quality food or a vet creating better solutions, your story makes your brand human.
People want to support businesses with values. Put those front and centre. Talk about your mission. Show where your ingredients come from. If you’re Aussie-made, proud of it, and cruelty-free, make that part of the conversation.
2. Use Packaging as a Sales Tool
Your design should answer three questions in a glance.
Who is this for?
What benefit does it offer?
Why should I trust it?
Swap jargon for plain benefits. Say “Great for sensitive stomachs” instead of “Contains probiotics.” Say “Shinier coat in 30 days” instead of “Rich in omega-3.”
Also, match your design with your pricing. A $90 grain-free formula needs clean, high-end visuals. A $20 supermarket option needs bold and approachable messaging.
Keep it honest. Keep it simple.
3. Build an Online Presence That Works
According to Promodo, here’s what works in pet food marketing right now.
Blog content. Help customers with real questions. Try topics like “How to choose food for senior dogs” or “What to feed a picky cat.”
Influencer marketing. Partner with pet parents who share your brand values. Even small accounts drive big trust.
Email campaigns. Use welcome emails, birthday discounts, and reminders to stay top of mind.
Retargeting ads. Show up again for shoppers who didn’t convert the first time.
User-generated content. Ask customers to post their pets enjoying your food. Repost it. Celebrate it.
Video content. Quick clips showing your process, ingredients, or feeding tips go a long way on Instagram and TikTok.
You don’t need to be everywhere. You just need to show up in the right place with the right message.
FAQs About Pet Food Marketing
What are some good examples of pet food marketing?
Here are a few strong examples of successful pet food marketing:
Black Hawk uses simple, honest messaging and focuses on local sourcing and transparency. Its clean design appeals to Australian pet owners who value premium quality.
Hill’s Science Diet highlights its vet backing and scientific approach, building trust through authority.
Applaws strips it back with minimal ingredients and minimalist branding. Perfect for health-conscious pet parents.
Frankie & Felix is bold, bright, and built for modern pet parents who love fun, cheeky brands with personality.
These brands succeed because they focus on benefits, build emotional trust, and keep their look consistent across all platforms.
What is a good pet food marketing strategy?
Here’s a simple and proven strategy:
Start with a clear mission. Why do you exist, and who are you helping?
Build a brand that stands out. Design, voice, and values should all feel connected.
Focus on benefits, not just features. Make it easy for customers to know what’s in it for their pet.
Be present online. SEO, blogs, reviews, and pet influencers all help build brand awareness and trust.
Use storytelling. Show your process. Highlight customer success stories. Get real.
The best strategies put people and pets first.
What is the pet food market share by brand in Australia?
The Australian pet food market is growing fast. Here’s the latest market share breakdown:
Mars Petcare owns about 35% of the market with brands like Pedigree, Royal Canin, and Whiskas.
Nestlé Purina holds roughly 25%, including Fancy Feast, Purina One, and Supercoat.
Private label brands from Coles and Woolworths make up about 10 to 12%.
Premium and boutique brands like Black Hawk, Ivory Coat, and Vetalogica are capturing around 15 to 20% of the growing premium segment.
Smaller brands have a real opportunity. If they focus on ethics, local sourcing, and clever marketing, they can win loyal customers looking for something different.
Final Thoughts: Don’t Just Sell Food. Build Loyalty.
Today’s pet parents are looking for more than protein percentages. They want connection. They want transparency. And they want to feel good about the brands they buy from.
If your brand tells a story, builds trust, and shows up online in the right way, you’ll earn loyal customers who stick with you long-term.
At Quirk Design Studio, we help pet food brands stand out with packaging that pops, messaging that connects, and strategy that works. Whether you're launching a new product or ready to rebrand, we’re here to help.
Visit quirkdesign.au to get started.