Most dog foods focus on features: nutrients, proprietary formulas, etc., so our strategy team found an opportunity: what if a new brand focused not on the ingredients, but on the experiences dogs crave? What if it was all about “feeding life?” Our product would incorporate the scents, tastes and textures of things dogs love. We developed a complete go-to-market strategy including packaging, POS, site, app and advertising.

Role: Copywriter
Art Director: Karen Farrell
Creative Director: Lotus Child
Agency: Geometry Global / VML