Freshpet is launching the next phase of its "Protest" campaign, which highlights the benefits of the brand's fresh, refrigerated dog and cat food and compares it with other dog food brands on store shelves.
Freshpet's campaign, created by The Terri & Sandy Solution, is a follow-up to last year’s “Protest” spot, which was named the number one most effective spot in the petfood category, according to Ace Metrix.
The advertising campaign includes three television spots and posters to be featured at upcoming sponsorship events. A variety of dogs are featured wearing placards with sayings that play off the breed, including a mutt with a sign, “By-Products Can Kiss My Mutt”; a pug wearing a sign that says, “Pug Off, Preservatives”; and a Shih Tzu wearing, “Propolene Glycol Is Shih Tzu.”
"Last year's spot was the most effective in the petfood industry. And we wanted to up the ante. The lines and the music this year are more irreverent in a playful, wag-your-tail kind of way,” says Sandy Greenberg, co-founder of The Terri & Sandy Solution. Terri Meyer, co-founder, The Terri & Sandy Solution, added: “If dogs knew what ingredients were in their food, they would speak out. We’re just giving them a voice.”