OVerview

The All Walks of Life campaign was created to highlight how ZIWI’s products provide peak nutrition for pets across breeds, ages, and lifestyles. The campaign expanded on  ZIWI’s “Peak Nutrition” positioning with imagery of pets exploring New Zealand landscapes, reinforcing the brand’s connection to its sourcing and environment.

I developed a wide range of digital and social assets while the brand’s visual guidelines were evolving. This required adapting layouts, refining campaign lockups, and maintaining visual consistency as new standards were introduced.
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The campaign later expanded to include influencer partnerships and user-generated content, allowing real pet owners to share how ZIWI supports pets in their everyday adventures.

The Challenge

The pet food industry is highly saturated, with many brands competing on similar claims around natural ingredients, health benefits, and premium quality. For ZIWI, the challenge was to stand out as a truly premium brand while clearly communicating the nutritional value of its products.

At the same time, the campaign needed to resonate with a broad audience of pet owners whose pets vary widely in breed, age, and lifestyle.
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An additional complexity was that ZIWI’s brand guidelines were evolving during the campaign rollout. As new standards were introduced, campaign assets needed to adapt while maintaining visual consistency across all executions.

Visual Direction

The campaign combined strong product messaging with lifestyle imagery to create a visual system that felt both aspirational and authentic.

Key design elements included:
New Zealand landscapes
Highlighting the brand’s origin and natural ingredient sourcing.

Lifestyle pet photography
Featuring dogs of different breeds, ages, and energy levels to reinforce inclusivity.

Bold product messaging
Ensuring the nutritional benefits remained central to the campaign.
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As the brand guidelines evolved during the campaign rollout, I refined the campaign lockup and visual treatments to align with the updated identity while maintaining continuity across assets.

Influencers & User Generated Content

A later phase of the campaign introduced influencer partnerships and user-generated content, allowing real pet owners to share how their pets thrive on ZIWI products.

This content expanded the campaign beyond brand-created visuals and brought authentic pet stories into the narrative.

To support this initiative, I designed a recruitment flyer distributed in pet stores, encouraging ZIWI customers to submit photos and stories of their pets for the campaign. This helped generate a pipeline of real customer content that could be incorporated into future campaign executions.
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User-submitted photos and influencer content were then integrated into second-phase campaign assets, allowing the campaign to evolve while maintaining its core message.

Impact

The All Walks of Life campaign established a flexible storytelling platform that connected ZIWI’s nutritional message with authentic pet experiences.

Key outcomes included:

• a scalable campaign concept adaptable to multiple channels
• integration of influencer and user-generated content
• creative assets that evolved alongside newly released brand guidelines

By combining brand storytelling with real pet experiences, the campaign helped reinforce ZIWI’s positioning as a premium nutrition brand designed for pets of every lifestyle.