From go-to-market to retail powerhouse
in 6 short months

BRIEF

Pet Food Sector
Company Size: $100m+ portfolio (Be Frank 7 figure individually)

Be Frank is a premium pet food brand under the Hypro Group portfolio. Zephyr partnered with Be Frank from day one to lead the brand’s go-to-market (GTM) strategy, supporting the critical first twelve months of launch and continuing to guide growth through digital, retail, and content channels. Our role has spanned strategy, execution, and creative direction helping to position Be Frank to become a category leader.

THE CHALLENGE

Launching into a crowded pet food market required more than a sharp product. A successful launch demanded precise channel allocation, standout creative, and a GTM strategy that could build both brand and conversion. Key challenges included:

• Balancing education, awareness, and conversion across in-store & PetStock online channels
• Deplying limited initial capital for maximum impact across a crowded market
• Coordinating across PetStock retail rollouts and a new eCom environment
• Scaling while navigating the uncertainties of early-stage brand positioning

THE OUTCOME

Be Frank launched with extraordinary impact achieving 6.5x their initial 12-month revenue target and building strong momentum as they enter their first growth-cycle. Our creative-first media approach delivered performance from day one, while deeper collaboration with Hypro’s lean internal team ensured every dollar worked harder. The brand now continues to expand its footprint with a growing product range and nationwide distribution.