Make a buzz about insect-based cat food

Behaviour Change
Sustainable Lifestyles
Brand strategy and development
Consumer behaviour change
Sustainability positioning, narrative and messaging
Visual identity
Communications strategy
Creative campaigns

We disrupted the pet food industry with bold creative and a soft touch.


Cats are obligate carnivores, which means they must eat meat to survive. While many of us have thought about the planetary impact of our own diets, we haven’t yet thought about it for our pets. One solution is pet food made from insects. However, in the Global North, insects are seen as ‘gross’.


Through a process of extensive consumer and market research, we created Lovebug™. Lovebug™ is proudly an insect-based brand that introduces and normalises the insect category. Its kind and playful tone reassures pet parents that insects are both good for cat and the planet at the same time.We created everything from the name to the visual identity and the tone of voice to help pet parents fall in love with bugs.


Lovebug™ was launched in the UK through D2C channels in March 2021 and named Petcare Launch of the Year by the Grocer.


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