• by Tanya Gazdik , April 11, 2024

Freshpet has inked a deal making pop star Meghan Trainor its first celebrity ambassador. 

The yearlong partnership includes a campaign featuring the dog-loving singer. Created by Freshpet’s longtime agency Terri & Sandy,  the effort breaks today to correspond with National Pet Day.

It includes an original song written and recorded by Trainor called “I’m a Dog Mom” along with an accompanying music video featuring her four dogs.

The video was directed by Prettybird’s Lauren Dunn, a longtime collaborator of Trainor’s, and will run in 6-, 15-, 30- and 60-second versions across streaming, digital and social. Trainor will also be part of an ongoing digital and social campaign throughout the year, along with appearances on behalf of Freshpet.

Freshpet was drawn to Trainor’s confidence, warm personality, and love for her dogs, says Scott Morris, Freshpet co-founder and president. 

“We’re always looking for new ways to reach pet parents and to drive the importance on feeding our pets fresh food,” Morris tells Marketing Daily. “We knew that by aligning with someone like Meghan, who not only has a rampant fan following because of her music, but is also known to be a dog lover and dog mom, we would be able to tap into and connect with her fanbase in a natural, authentic way.”

The brand took a broad look at possible celebrity partners.

“We were focused on finding the right person – one who is authentic and unapologetically obsessed with their pets and their pets’ health, and who aligns with our company’s vision and mission,” Morris says. “We never thought a song would be part of the campaign – but Meghan was in the midst of finishing her album and was inspired.”

Music has always played a part in the brand’s marketing, he adds.  

“The bond that pet parents have with their dogs or cats is a highly emotional one," Morris says. “We believe music is a great way to tap into those emotions and communicate the message that we understand the relationship they have with their pet and the importance of nourishing their pet with real, fresh food.”