29 Jun MARKETING 1000-Freshpet is the country’s first and only fresh, refrigerated pet food
Question
Freshpet is the country’s first and only fresh, refrigerated pet food. It’s not found on the shelf, like other
pet foods, but in proprietary Freshpet refrigerators. Freshpet is made with fresh meats and veggies,
with no additives or preservatives. It’s gently cooked in the Freshpet kitchens. It costs a little more but
the FreshPet customer places great importance on the health of their pet.
Freshpet uses television advertising, as well as their website, blog, YouTube, Facebook digital display
banners, and Twitter to communicate with customers and prospects. People’s own personal stories
have been an attraction on their website. They have a warm, friendly and smart brand with a sense of
humor (check out their website and watch their commercial).
Freshpet has always had focused on marketing their dog food. Now they want to develop and launch a
campaign targeted to cat owners. They are looking for their next “big idea” from the agency with this
launch. They’ve got a $1M advertising budget not including media placement.
Your assignment is to write the Creative Brief that will kick off the work at your agency (see
deliverables) to develop the campaign.
Creative Deliverables
• New tagline for Cats
• Website page landing for campaign
• Television advertisement
• Print ad
• Social program
• Written idea for a tie-in promotion
Write creative brief
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