DINNER FOR TWO

To launch their new dog food delivery app, a Cape Town-based start-up approached Iron Heart in search of a strategic content creation studio that could bring their value proposition to life. As a social marketing agency with a love for left-field ideas and purpose-driven storytelling, we were excited to sink our teeth into this challenge and help grow their brand.

While dog food may not be the most glamorous product in the world, convenience is a powerful currency—especially for busy pet parents. We identified a key consumer insight: it’s not about the food, it’s about the time and energy saved. So we positioned the app as a lifestyle enhancer, not just a product. Fast, affordable delivery means more time for the fun stuff, like long walks, belly rubs, and maybe even recreating the iconic spaghetti scene from Disney’s Lady and the Tramp. Or not. Either way, your dog still gets a great, quality dinner, on time, every time.

Our creative strategy was clear: make content people actually want to watch. The campaign included a hero ad flighted on DStv, supported by a digital media rollout that included Google Ads, YouTube pre-rolls, and paid social media placements. The visuals were quirky, upbeat, and tailored to pet lovers scrolling their feeds. We didn’t sell dog food; we sold convenience, joy, and a better everyday experience for you and your hounds.

This content-led approach allowed the brand to differentiate itself in a crowded market and quickly build brand recognition. By anchoring the creative in what really matters to pet owners: time, ease, and quality, we incentivised engagement and built trust. And with paid media targeted across platforms where people already spend their time, we made sure our client’s message landed.

Looking for a content partner that understands how to mix creativity with strategy? Let’s talk about what we can build for your brand next.