Freshpet
Making an unfamiliar category feel worth trying.
I worked across audience development, digital content, packaging and product marketing as Freshpet continued building the refrigerated pet-food category.
Fresh food for pets was still a new idea to a lot of shoppers.
The brand already had a strong core consumer, but we wanted to broaden awareness among younger and older audiences who were more hesitant to try refrigerated pet food.
The challenge was not simply getting attention. It was making the category feel familiar enough to trust.
I worked across the campaign, content and product sides of the brand.
As Marketing Manager, I supported audience development, digital campaigns, content, product initiatives, SEO, competitive research and cross-functional execution.
Prove the product difference instead of only talking about it.
We often joked that Freshpet looked good enough to serve for dinner. The digital-video concept put that idea to the test by presenting Freshpet like restaurant food and revealing what it was afterward.
13M+ total.
The campaign also generated a lift in engagement and sales across markets, according to my original portfolio documentation.
Refresh the shelf presence without losing the brand.
I also supported packaging work for new and existing SKUs. The objective was to make the products feel fresher, more current and more visually compelling to the audiences we were trying to reach.
The strongest marketing did not ask people to believe us. It gave them something to see for themselves.
That idea has stayed with me. When the product is unfamiliar, sometimes the best strategy is to make the difference tangible rather than adding more explanation.