Digital engagement for global pet food brand Kiwi Kitchens

Emma Maciaszek

Emma Maciaszek

Users of social media will agree on one thing – pet content is the best content! Convergence worked with Christchurch-owned company, Pet Nutrition, helping to grow its pet food brand Kiwi Kitchens as a B2B product supplier around the globe.

Kiwi Kitchens is a partnership with American pet store Pet Food Express, and was created to offer a distinctly New Zealand product to the American market. Sold only through independent sales channels, Kiwi Kitchens has a 20-year agreement to supply Pet Food Express, and it’s also stocked in independent pet stores across the United States, Canada, Australia, New Zealand, Singapore and Taiwan.

In the fast growing, discerning pet food industry, it was exciting to apply our strategic lens in support of a brand that is already well loved by pets and their owners around the world.

With the tagline ‘New Zealand in a Bowl’, the brand focuses on nutrition and the origins of the meat, and on providing a high-protein, low-carbohydrate diet for pets. Convergence worked hard with owners Jo and Calvin Smith to highlight their unique brand aspects and share their invaluable pet nutrition knowledge with their customers.

Calvin has been a pioneer in the freeze-dried meat industry for the past 13 years and Kiwi Kitchens is a frontrunner in the freeze-dried pet food category - the fastest growing niche for pet food in North America.

Kiwi Kitchen’s premium ingredients are sourced from animals deemed fit for human consumption and are ethically raised. The meat is naturally high in protein and Omega-3s and the freeze-dried process naturally locks in these nutrients.

Convergence established Kiwi Kitchens’ social media strategy, including Facebook and Instagram advertising and the recent addition of trending Reel videos for Instagram, which are hugely popular in the pet area of the internet!

We also assisted with media releases when an international private equity firm invested recently in Pet Nutrition.

News & Insights