Freshpet
Anti-Kibble campaign
As the first to market in the US for fresh all-natural and refrigerated pet food, Freshpet still at times struggled with prime prospects who believed that kibble was the end-all be-all for their pets. We wanted to make a clear campaign that shined the light on the truths of dry kibble in comparison to a fresh diet for you pet. Those dubious pebbles, that are dry to the bone, artificially flavored and colored… it’s hard to imagine it’s food at all. And while some kibble starts with fresh ingredients, it doesn’t end in fresh food. The “Anti-Kibble Campaign” included an Animated Explainer video that lived on social and web, Paid Media ads and a larger than life PR stunt.
Role
Copywriting
Scriptwriting
Overseeing brand voice & tone across social and PR
Creative direction, overseeing video production & animation from brief to post-production editing
Agency Partners: Panic Studio (Animated Explainer), Twinfolk (Paid Media Ad Spots)
Paid Media Ads
PR stunt
One Sad Kibble Dog - Domino Park, Brooklyn
Freshpet commissioned artist, Will Kurtz, to craft a unique sculpture named, “One Sad Kibble Dog” to really put dry kibble on display.
The piece at 9-feet tall and crafted of dry kibble, is in the likeness of an overweight and lethargic bulldog - illustrating how our pets might feel after years and years of eating the same processed pellets of powdered meat. The location at Domino Park in Brooklyn brings thousands of people a day including pet parents who take advantage the dog run, restaurants, and views of the Willamsburg Bridge. The sculpture received press hits garnering 18M impressions.
Agency Partner: Mitchell
Artist: Will Kurtz
Press Highlights: Time Out, Untapped New York
2021