Whole Foods is well-known for its stringent standards for fresh, locally sourced ingredients. Now, the grocery chain is making sure Fido's food meets those same expectations.
Freshpet, which makes fresh, refrigerated pet food, is launching Nature's Fresh, a brand new line available exclusively at Whole Foods Market, which will be supported by a new campaign that the brand’s creative AOR Terry & Sandy Solution is helping to create.
Freshpet will implement an integrated marketing campaign that promotes Nature Fresh's unique positioning: Nature’s Fresh is made with
only fresh ingredients and allows discerning shoppers who seek out less processed foods for themselves to feed their pets as well as they feed their families.
The creative messaging will communicate how recipes sound more like food for human consumption: chicken, turkey or beef, liver and eggs, vegetables and brown rice and broth.
Ultimately, the message conveys how pet owners will rejoice in the fact that they can actually identify real vegetables within the meat itself.
As part of the brand's launch, advertising, marketing materials and merchandising unit designs were developed to specifically appeal to both the Whole Foods retail aesthetic and Whole Foods shopper.
Nature's Fresh will be placed in its special refrigerated case within the store. Ingredients are delivered daily to the Freshpet Kitchens, located in Bethlehem, PA, and made in small batches supporting neighboring farms.
Point-of-sale communication will speak directly to the Nature’s Fresh brand, and live product demonstrations will bring additional brand awareness.
In the coming months, Freshpet will introduce a national poster contest in partnership with Whole Foods Market. Each Whole Foods store will design a poster, with Freshpet making a donation to the winning store’s favorite pet charity.
Terri & Sandy Solution, based in New City, will continue to run national advertising to support Freshpet's other brands — Vital, Fresh Select and Dog Joy — available at supermarket, mass and specialty retailers.
Freshpet is poised to have a high profile year. The company just announced it has selected Goldman Sachs and Credit Suisse for an IPO later this year.