Refrigerated petfood company Freshpet is launching a new campaign with commercials promoting its USA-sourced ingredients and American-made food.
The campaign includes posters featuring figures from American history, like Lincoln, with their pets. It also includes patriotic commercials with an American flag background, patriotic song and dogs with signs promoting the company's use of ingredients from the US, for example, "I want veggies from Virginia."
The estimated US$10 million campaign, which also includes online and print advertising, is by the Terri & Sandy Solution.
"TV is the main way to show that Freshpet is here to stay, and not some weird thing the neighbor down the street who's a dog kook is buying," said Scott Morris, president and founder of Freshpet.
Additionally, the marketing campaign includes a "United for Fresh" photo contest that will award grand-prize winners with free petfood. The contest, which runs through July 8, asks pet owners to upload a photo of their dog or cat taking a stand against foreign ingredients by wearing patriotic gear on the company's website.
Four grand-prize winners will receive a year's supply of Freshpet food and have their photos featured on Freshpet's website, Facebook and Twitter. Plus, for each photo submission the company receives, Freshpet will donate one package of its food to an animal shelter or rescue. The first 75 contest entrants will receive a "Made in the USA" prize pack.