Freshpet | it’s not dog food, it’s food food.
In 2022, we completely recalibrated how we approached TV advertising with our creative agency Terri & Sandy. Historically TV had always been a 1 lane communication plan for Freshpet, we started a new strategy kick off to consider a new approach to expand out target audience. We landed on “it’s not dog food, it’s food food.” This became our new 360 communication tagline to ladder all of our creative up to.
In our world today, most people don’t feed pets as an equal, how can we change that? Our insight was to treat your pet like an equal. We needed to elevate the product truth that Freshpet delivers all of the benefits that fresh human food does, and its how we can show love to our pets. We created a campaign to celebrate pet parents who live that life unapologetically. Pet parents across America loved it, and we started getting comments across platforms that many people had been in these same situations.
As part of this campaign we created a memorable Freshpet branded visual at the end of each story. We call this the “ritual” which shows the product in a highly ASMR setting so that the consistent audio and food scenes will become a tie across each of the TV spots, and also engage the dogs in the room will know these sounds in their own kitchens.
In our world today, most people don’t feed pets as an equal, how can we change that? Our insight was to treat your pet like an equal. We needed to elevate the product truth that Freshpet delivers all of the benefits that fresh human food does, and its how we can show love to our pets. We created a campaign to celebrate pet parents who live that life unapologetically. Pet parents across America loved it, and we started getting comments across platforms that many people had been in these same situations.
As part of this campaign we created a memorable Freshpet branded visual at the end of each story. We call this the “ritual” which shows the product in a highly ASMR setting so that the consistent audio and food scenes will become a tie across each of the TV spots, and also engage the dogs in the room will know these sounds in their own kitchens.