Freshpet: Friends for life

Freshpet, a pet food brand, launched the Friends for Life campaign in the US to create the emotional saliency of its previous campaign Letters and provide pet parents with a deeper understanding of why they should adopt fresh food for their furry companions.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Marketing challenge: Freshpet's innovation of refrigerated, fresh pet food has been winning the hearts and minds of pet parents by challenging pet food category conventions. Freshpet's highly successful 'Letters' campaign, which demonstrated the transformative impact of the brand on pet lives, was seeing diminishing returns so the brand embarked on a communication exploratory.

Insight discovered: Our pets are our soulmates. They nourish our souls and help us live longer, healthier lives… we should return the favour.

Methodology summary:Ipsos and Freshpet...

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