As the first to market in the US for fresh, all-natural, and refrigerated pet food, Freshpet still struggled with potential customers who believed that kibble was the end-all-be-all for their pets. We kept hearing repeatedly in surveys and feedback that even though they liked the idea of our food, they prioritized serving kibble for their pet’s health and teeth.

We wanted to make a clear message that uncovered the truth about kibble and compare it with the fresh diet Freshpet provides. Those hard pebbles, dry to the bone, artificially flavored and colored—it’s hard to imagine it’s food. 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 the web, while paid media ads and a larger-than-life PR stunt supported our message.

Copywriting

Script editing

Overseeing brand voice + tone across all content and PR communications

Creative direction, overseeing video production + animation from brief to post-production editing

Freshpet commissioned artist Will Kurtz to craft a unique sculpture named “One Sad Kibble Dog” to put dry kibble on display.

The piece, at 9 feet tall and crafted of dry kibble—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 of the dog run, restaurants, and views of the Williamsburg Bridge.

✺ The sculpture received press hits, garnering 18M impressions. ✺

I even had a friend at dinner tell me I needed to check it out, not knowing I was responsible for the show :)

✺ Press Highlights: Time Out, Untapped New York ✺