
Strategic Communication Process Sharpens Marketing of Dog Food
Reference: Globe Buddy
Globe Buddy is a small company aiming to communicate in a targeted and incisive manner about its products: Dog food designed with environmental and climate consideration. Viegand Maagøe assisted in creating a communication strategy and data collection.
About the task
Globe Buddy sells dog food and aims to minimize its production’s environmental footprint on the planet. The company’s products include food made from insect and plant protein, which co-owner Bjarne Gravesen Jensen wants to highlight in a credible manner in his communication to customers.
To get inspired and avoid pitfalls such as greenwashing and green hushing, he decided to develop a communication plan with Viegand Maagøe.
“It’s a complex field to navigate, and I knew that we, as a small business, should not be handling this entirely on our own. I wanted to ensure that we were completely clear on what is and isn’t allowed, and how we could specifically shape our communication in a credible way within the bounds of the law and ethical marketing practices,” he says.
Reference: Globe Buddy
Contract period: 2023
How we did it
Our communication advisor started with an analysis of Globe Buddy’s existing communication and business model.
The communication process centres around two workshops, where we work closely with the client to ensure the client fully embraces and owns the communication strategy.
The content is planned according to the client’s needs, and in the case of Globe Buddy, we dissected and defined the concept of sustainability in the first workshop. The relevance of the sustainability agenda was simultaneously linked to the company’s communication strategy.
In the second workshop, goals, success criteria, and a new communication strategy were processed, and the foundation for a new core narrative was established. This resulted in concrete recommendations for Globe Buddy’s communication efforts.