Freshpet Awakens Dogs To The Truth Behind Big Bad Kibble In New Campaign From Terri & Sandy
By thelaegotist / /
Thanks to a new national push from Freshpet and creative agency, Terri & Sandy, dogs are finally getting the truth behind the food they and their canine counterparts have been ingesting for decades. The campaign is a bold move for the brand, marking the first time they’re taking direct aim at the big guys and making a vocal stand against the unnatural, unhealthy qualities found in the majority of pet food—sprayed-on flavor, powdered meats, preservatives, and ingredients with no expiration dates.
Coined, “The Awakening,” the campaign features clips of real dogs taken from popular user-generated doggie content reacting in shame, disbelief and everything in between as they learn the harsh realities of common dry dog foods. The spots will be running on broadcast across major networks in :30 and :15 versions and across social and digital. A series of humorous Instagram posts go live June 1, along with digital display ads reminding people to feed their pets fresh, real food.
With roughly 60% of pets in the US being obese, the campaign stands at the center of a broader educational initiative Freshpet is undertaking as a brand in an attempt to create a new standard in what pet food should be. The company also recently committed to planting 28,000 trees this year, and operates Freshpet kitchens at zero landfill and uses 100% wind energy. Freshpet can be found in over 20,000 fridges across the US, UK and Canada in large retailers like Walmart, Target, Petco and PetSmart.
CREATIVE CREDITS: The Awakening
:30; :15
CLIENT: Freshpet
CEO: Scott Morris
CMO: John Speranza
Director of Marketing: Katherine Crook
LEAD CREATIVE & STRATEGIC AGENCY: Terri & Sandy
Co-Founder & Co-CEO: Terri Meyer
Co-Founder & Co-CEO: Sandy Greenberg
Creative Director, Copywriting: Deb Maltzman
Creative Director, Art Direction: Angela Denise
Associate Creative Director: Ali Eng
Executive Producer: Michelle Strank
Managing Director: Tony Scopellito
Integrated Account Director: Lauren Rubenstein
Account Supervisor: Halle Mizrahi
Account Executive: Josh Bablin
PRODUCTION COMPANY: SCHROM
Director: Ahad Mahmood
Executive Producer: Carl Sturges
EDITORIAL COMPANY: PS260
Editor: Dustin Stephens
Executive Producer: Laura Patterson
Assistant Editor: Sarah Sachs
MUSIC COMPANY: Premium Beats
MUSIC MASTER & COMPOSITION: Blue Skies Ahead by Young Presidents
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