Nature’s Recipe: Make it Real

Nature’s Recipe has always been about providing pets with nutritionally vibrant and tasty food. Healthy pets equal happy pets. Recipes for Real was designed as a competition whereby users could submit their pet’s likeness for a chance to, among other things, have them featured on Nature’s Recipe packaging and advertising. To do all of this, they needed an interactive way of reaching a global community. That’s where Black & Red became involved.

The Make it Real site utilized Instagram as the medium for users to enter the Make it Real sweepstakes. Using the hashtag #MakeItReal, users were able to submit photos of their pets for the competition. A backend content management system allowed brand managers to moderate user submissions. The site also featured unique interactive components such as a quiz section where correct answers about pet health and safety would result in special coupons on Nature’s Recipe products. In various locations, the microsite cleverly linked to Nature’s Recipes' primary site for more information on products and recipes for healthy pet food.