Freshpet Opens Owners Eyes and Refrigerators to Quality Pet Food
Freshpet - the pioneer in real, fresh food for pets, is launching a new national brand campaign, platform and tagline targeting pet parents who not only view their furry friends as part of the family, but prefer to treat them as their equal. Created in partnership with long time AOR Terri & Sandy, Freshpet’s 'It’s Not Dog Food, it’s Food Food' seeks to raise awareness among pet parents of the benefits of feeding their pooches fresh food that requires refrigeration, just like the food they feed themselves.
'Dog Food' is how some people describe food so unappealing, our (human) tongues wouldn’t touch it with a ten-foot pole. And it makes sense: Kibble is over-processed - cooked to the point where it stops looking like food at all. 'It’s Not Dog Food, it’s Food Food' doubles down on the brand’s mission to flip pet owners’ perception of kibble as an adequate diet by setting a new standard with fresh, refrigerated food.
Two new launch spots feature pet parents showing unwavering loyalty to their beloved dogs by defending their decision to keep their pet’s food in the fridge. In 'Dinner Date', we witness an all too real situation in which a guy realises this is NOT the girl for him when she coyly diminishes his dog Pepper. And in 'In-Laws', we see a wife, taken aback by her mother-in-law, who coldly refers to her dog Hank as a 'she.' The :30’s and :15s, will run on national TV and online.
John Speranza, CMO of Freshpet, says, “Our dogs aren’t our pets. They’re our partners. They share our activities, our homes, even our beds. But when it comes to their food, we don’t yet share our refrigerators? Our new campaign sets out to change this deeply ingrained behaviour.”
This campaign marks the first work since Freshpet’s last campaign, 'Friends for Life' which leveraged the Sonny & Cher classic, 'I’ve got you babe.'
Founded in 2006, Freshpet is on a mission to revolutionise an industry built on unhealthy, overly processed kibble. The brand has worked with Terri & Sandy since 2010, and is currently the #1 Grocery pet brand in the US.
