Fresh Is Just The Start

A fresh dog food brand* asked us to build a year-long creator campaign that positioned the brand as the undeniable choice for pet owners looking to feed their beloved dogs fresh, healthy food. As the lead creative strategist on the project, I came up with a creative platform called “Fresh Is Just The Start,” which positioned the food as much more than just “fresh.” Guided by cultural insights and signals, we built multiple concepts that could live under the platform and activate throughout the year. Below are excerpts from the final proposal.

*client name has been removed/covered by “BRAND” throughout the proposal