Freshpet has launched "Better Food for Your Better Half," a brand platform and accompanying advertising campaign called "Kitchen Conversations," debuting May 4.
The campaign, created with agency of record Terri & Sandy, features a series of ad spots depicting pet owners treating their dogs as confidants during meal preparation, a creative approach the company said reflects the deepening bond between pets and their owners.
Three initial spots anchor the launch: "Too Soon," in which a man seeks his dog's opinion on a post-date text; "Zodiac," in which a woman vents to her dog after being dumped over her star sign; and "Sleep," in which a man teases his dog about a restless night.
"For so many pet parents, the kitchen is where connection happens," said Nicki Baty, COO of Freshpet. "It is where we talk through our day, share small moments, and naturally include our dog in the routine. Kitchen Conversations reflects that reality, showing how deeply pets are woven into our everyday lives and how Freshpet can be part of those moments with fresh, healthy food."
Freshpet said its recipes use chicken, beef, salmon, vegetables, fruits and whole grains, steam-cooked at lower temperatures than conventional processing.
"'Better Food for Your Better Half' is a platform that works on two levels at once," said Amy Ferguson, chief creative officer and partner at Terri & Sandy. "'Better food' speaks to Freshpet's uncompromising commitment to quality and fresh ingredients, while 'better half' honors the profound emotional bond between dogs and their people. It's a launch pad that gives us a sliding scale to tell stories that can live anywhere from product truth to pure emotion."
The campaign is running across linear and streaming TV and social platforms.
