Terri & Sandy has launched a new campaign for pet food brand Freshpet. The campaign is a bold move for the Freshpet brand, marking the first time it is taking direct aim at the big pet food companies and making a vocal stand against their unnatural, unhealthy qualities — like sprayed-on flavor, powdered meats, preservatives, and ingredients with no expiration dates. And they are using light-hearted humor and adorable pups to do it.
The campaign, 'The Awakening,' is all about awakening pets to the truth behind the food they’ve been eating for decades. The spot features clips of real dogs (taken from viral user-generated content) reacting in disbelief as they learn the harsh realities of common dry dog foods. The spots will be running nationally on major networks in 30 and 15 second versions and also across digital. A series of humorous doggie reaction clips driving pet owners to Freshpet will also post to Instagram starting 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, this 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 and what Freshpet has always been -- made with fresh locally farmed ingredients, cooked in small batches at low temperatures to preserve the integrity of the ingredients, and all kept fresh and refrigerated from the moment they’re made until they arrive in stores and are put in the Freshpet fridges.
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.