The world of pet nutrition is a competitive place. An oversaturated playpen of big and small breed companies all trying to make their mark with the ‘best’ version of what your pet needs.

Wet food, dry food, raw food, supplements; the options are endless, making it difficult for pet parents to know where to go and what to choose.

And that’s how Paws was born. A startup on a mission to cut through the noise and offer people expert advice and recommendations. A community where dog and cat owners could curate personalised nutrition and lifestyle packs for their four-legged friends.

Wrapped up in a simple but effective subscription model, Paws used paid and owned channels to get their message out, educating existing pet parents on their proposition and bringing new ones along for the journey.

The job for FIVE LINES? Engage fans on organic social with playful, disruptive content that would build the brand personality and drive consumer subscriptions.