Chefs and Dogs

The Objective

The journey started for Chefs and Dogs when Courtney and Daniel, the two founders of the brand, embarked on a journey to develop holistic nutrition plans for their dogs. At the time, their male Australian kelpie, Joey, was diagnosed with lupus and no form of medical treatment proved effective. Courtney and Daniel were advised by their local vet to adopt a holistic approach to Joey’s diet as a last-ditch effort. Remarkably, feeding a tailored raw diet saw Joey through recovery and demonstrated to them how a nutritious balanced diet and holistic care, such as massage, titre testing, acupuncture and even Chinese medicine, can positively impact the overall health of pets. 

The experience inspired Courtney and Daniel to start Chefs & Dogs, a local raw dog food delivery business in the capital of Australia, Canberra. In addition to delivering raw meals, they also offered a range of healthy treats and supplements Australia-wide. To promote their growing business, they started a TikTok channel to leverage the rising popularity of video content while being able to interact with other pet owners on the platform.

The Solution

The brand's creative mantra is that it is important to have fun and not take yourself too seriously. Instead of aiming for perfection, they focus on fostering shared interests, such as pet nutrition and alternative health solutions, within the community. 

Besides making their content entertaining, Chefs and Dogs also strive to deliver a key message in every video they post. They often offer tips about how pet owners can prepare easy, nutritious meal with fresh ingredients that many pet owners may not have considered before. By engaging with their viewers in the comment section, they were able to answer questions and be a Key Opinion Leader on the topic.

The Results

Despite largely growing their channel through organic means, Chefs and Dogs were able to achieve their mission of educating, connecting with and learning from the pet community in Australia. In just under 3 years, they grew their following to a community of over 2.5 million users who share their passion for pet nutrition and well-being. This was also a fulfilling achievement for Courtney and Daniel, as they are able to help other pet owners who have faced similar health challenges with their pets. Additionally, the growth of their channel and community also brought opportunities to collaborate with like-minded businesses, expanding their range of offerings for greater business results.

Moving forward, Chefs and Dogs is eager to explore TikTok LIVE as a new way of interacting with their community, and hopes to start a "dog-friendly cooking show" in the future - entertaining for humans and dogs alike!