hanfred is an Austrian functional pet-food brand rooted in farm-to-bowl transparency, herbal expertise and a deep belief in long-term animal wellbeing. Founded in Styria by three friends with agricultural roots, hanfred combines traditional plant knowledge with modern functional nutrition. The products were strong. The philosophy was clear. What was missing: a communication system that could bring it all to life.
ALLY built hanfred's brand communication from the ground up - starting with strategic brand and market discovery, developing the creative concept and foundational brand messaging, and executing across influencer partnerships, DACH creator programs and press relations. The goal: establish hanfred as a credible, recognizable voice in the German-speaking market - and set the stage for future expansion into the US.
LAYING THE STRATEGIC FOUNDATION
ALLY began with a market and category analysis, looking at functional pet nutrition, wellness trends and premium positioning within the DACH market.
This was followed by a Brand & Market Discovery Workshop. We aligned on hanfred’s positioning, target audiences and long-term ambition. Sharpening how the brand’s farm-to-bowl philosophy, pioneer mindset and functional expertise should be communicated externally. The goal was clarity and consistency, without losing authenticity.
TURNING BRAND VALUES INTO A CLEAR VOICE
Building on the strategic groundwork, ALLY supported hanfred in translating its core values into a clear and ownable brand voice. The focus shifted from purely functional product communication towards a narrative that connects health, trust and emotional everyday moments between pets and their owners.
This resulted in clearly defined brand pillars that now guide all communication and ensure consistency across channels. Verbally and visually, hanfred evolved from a more technical positioning such as “Premium Hemp Food” towards a warmer, more emotional “Feel-Good Pet Food” approach. The creative direction followed this shift, moving away from generic stock imagery towards authentic, emotional visuals that reflect real pet–owner relationships.
By aligning messaging, tone of voice and visual language, ALLY established a consistent foundation for website, social media, press and influencer communication, strengthening hanfred’s recognisability and premium brand presence across all touchpoints.
CONNECTING STORYTELLING WITH REAL-LIFE BRAND EXPERIENCES
Once brand voice and narrative were defined, ALLY activated them IRL – creating touchpoints beyond retail, directly with the trendsetters and early adopters who shape what's next. Curated in-person moments made the brand tangible and accessible for industry partners, media, creators, investors and end consumers, allowing hanfred’s values, product quality and emotional positioning to be experienced firsthand. Digital channels then amplified these moments, extending real interactions into credible, trust-building brand touchpoints.
ALLY also embedded hanfred into relevant cultural and industry contexts by unlocking access to high-impact events such as Bits & Pretzels through a clear pioneer and “rattle-the-cage” narrative. Additional presence at important industry events such as Heimtierkongress and Burning Hen positioned the brand visibly within both the pet and agricultural ecosystems.
At the International Press Day in Munich, hanfred stood out as the only pet food brand among lifestyle and fashion labels, leading to strong editorial interest from titles such as Grazia, Glamour, Elle and InStyle. The direct exchange with editors resulted in extensive organic visibility beyond traditional coverage, driven by personal sharing and endorsement from style authorities like Annette Weber – Germany's original fashion influencer and former InStyle Editor-in-Chief – and Sophie Grützner, who now leads the title.
PRESS FOUNDATIONS & HIGH-IMPACT MEDIA AND CREATOR VISIBILITY
ALLY laid the groundwork for scalable visibility by building hanfred's complete media and creator infrastructure from scratch. This included a full press asset suite – from core brand messaging to product category narratives, product news, and seasonal story angles – alongside a structured media and creator database and a curated visual library ready for activation.
With this foundation in place, ALLY launched targeted outreach to niche editors, lifestyle media, and pet-focused outlets, while simultaneously building a creator program rooted in quality over quantity. Every creator partnership went through a rigorous vetting process, followed by in-depth brand education and hands-on content guidance – with select collaborations extended into affiliate models to drive long-term alignment and measurable impact.
SIX WEEKS IN: THE RESULTS
ALLY helped strengthen hanfred's presence across press, social, and creator channels by bringing clear messaging, strong relationships, and fast execution together – making existing strengths more visible and placing the brand in the right contexts at the right moment.
Within less than six weeks, hanfred appeared in over 60 media outlets across Germany and Austria, including lifestyle, general-interest, and pet media as well as radio. Coverage spanned titles such as Grazia, Sheconomy, pet Fachmagazin, HEUTE.at, and Kronehit Radio – driven in large part by a fast-turnaround New Year's Eve and animal shelter initiative delivered within just four weeks.
On the creator side, ALLY's structured approach delivered clear momentum: close to 500,000 video views, +300% growth in reached accounts since October, and more than 2,000 interactions – while expanding hanfred's community through new partnerships that now serve as the foundation for longer-term creator and affiliate collaborations.
