RAWR

RAWR arrived in the UK pet nutrition market with a rebellious point of view. The challenge was not to invent another pet-food personality, but to turn a distinctive brand foundation into an integrated launch that could live convincingly across screens, packaging-adjacent content and real-world experiences.

Route created the launch architecture: a phased 12-week plan, differentiated content pillars, platform playbooks and repeatable creative series. We developed a 15-format social template system and produced the creative direction for two shoot days, from shot lists and talent to a hero film narrative, product imagery, lifestyle sequences and on-set decisions.

That world extended beyond social into the RAWR Market launch activation, where we shaped the experience across the Counter, Display, Picnic and Rally zones. Set ideas, wayfinding, signage and interactive touches were developed to turn the brand’s attitude into something visitors could experience. Meanwhile, creator and UGC programs introduced the brand through real pets, real people and genuine reactions, rather than relying solely on product advertising.

The result was a launch with a recognizable visual identity and a content engine built to keep working after the first announcement.