Problem: People don’t know that dogs are omnivores who can live a very healthy life with plant-based proteins and ingredients. When you tell folks about plant-based dog food, their first reaction goes something like, “hmm, that’s weird.”

Idea: We created a brand awareness campaign to change people’s perceptions on an entire category. Plant-based Dog Food. It’s not that weird.

Role: Produced original idea and strategy, led creative development of all supporting copy for radio, out of home, paid search, Email, landing pages and oversaw script development with production agency, providing creative direction and casting.

Results: The campaign was run in a test market of Raleigh-Durham. We saw a huge life in order density, moving Raleigh & Durham into the top 5 of our entire customer base across the country. The “not weird” landing page converted at a higher percentage than existing assets.

Video: Campaign ran on Hulu, YouTube, Roku and other connected platforms originally targeted to the Raleigh-Durham metro area, then expanded nation-wide.