Campaigning for A Nation of Healthier Pets, IF. Agency has taken the lead on Freshpet’s best performing UK social campaign to date.
America’s No1 fresh pet food brand appointed IF. in 2022 to build brand fame & drive household penetration across the UK.
Hannah Edwards, marketing director, Freshpet provides said: “The term fresh within this category has long been hijacked by brands better described as frozen meals, this miss-representation caused confusion in the category & we found our genuinely fresh USP, struggled to gain traction – that’s where IF. came in.”
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Jo Whiteley, director, creativity goes on to explain: ‘It’s well documented, pet parents will do ANYTHING to achieve happy & healthy furry friends. The concept ‘Fuel the feeling’ is a call to arms, where we demonstrate the inherent benefits of feeding fresh, the unadulterated joy of a good hair day & freedom that comes with feeling good – from the pets POV.”
Fresh thinking was required to stop the scroll; authentic, curated reels, carousels, ads, emails & everything in between, everyday adventures shared to playfully educate pet owners on the benefit of feeding Freshpet, and every track was curated to represent the personality of the ‘subject.’
Laura Selby, director, digital, IF. added: “So far, this campaign has seen a 29% decrease in paid media CPAs across Google networks – something we’ve strived for as a core KPI. Interestingly but not surprisingly, an 81% increase in organic reach, it’s (by some margin) our most socially engaged campaign to date, reel views are a record 81% & sales are up a whopping 23%.
“These results tell us our concept is resonating in great waves with our target audience across every channel. It goes to show what you can do when you deliver brand seamlessly at every touch point. We’ve surpassed every KPI & every metric across every channel, and this is just the start.”
The agency has been working with Freshpet across all aspects of marketing communications from packaging to supporting the brand’s presence at Crufts, building the brand across the UK and Europe.
Freshpet is a wholesome pet food brand committed to helping pets live their longest, happiest, and healthiest lives. Recipes use only high-quality fresh ingredients, slow cooked to preserve nutrients, served fresh from the fridge.
