Following a competitive pitch, we have been tasked with driving awareness, building brand profile and delivering sales growth. Our behavioural media campaign will run in the UK across TV and VOD.
Founded in 2006, Freshpet is a manufacturer of fresh, refrigerated food and treats for dogs and cats using natural ingredients. Its pet food is available in 19,000 stores in the USA, Canada, the UK, and the Netherlands, including mass-market stores, natural food retailers and pet specialty stores.
While sales in other pet food categories are flat or in decline, the frozen and refrigerated dog food market grew by 31% in 2018, with similar growth in the refrigerated cat food market. We will help Freshpet to take advantage of this opportunity for growth, carrying out a behavioural campaign which will target pet owners, encouraging consumers to trade up and purchase Freshpet.
Our managing director, Tom Laranjo commented, “Freshpet is an authentic, pet-centred manufacturer, and we believe this high-quality product has the potential to make real waves in the pet food market in the UK, if the message is communicated to them effectively.
Our audience understanding will enable us to behaviourally target the right people in the right way and raise awareness amongst pet owners on the benefits of a fresh diet for their pets.”
John Speranza, Head of Marketing at Freshpet, added, “Freshpet is the only product of its kind in the marketplace, presenting a huge opportunity for us to educate consumers on the healthy alternatives for their pets, who currently tend to get by on low-grade and long-lasting pet food that a human wouldn’t go near.
“We look forward to seeing how Total Media’s approach will impact the behaviours of UK pet owners over the coming months.”