Stella & Chewy's is introducing "Everyday Awesome," its first integrated marketing campaign to raise awareness for the manufacturer of premium raw freeze-dried and frozen pet food founded in 2003 by Marie Moody, who nursed her sick adopted pup Chewy back to health using premium raw ingredients.
Developed with agency Haberman, the creative centers around Stella & Chewy’s Meal Mixers, a product that can be added to regular dry dog food for enhanced nutrition and a flavor boost.
Past marketing efforts focused primarily on building strong retailer partnerships and the brand’s in-store presence.
A series of videos celebrate how dogs have the ability to turn everyday moments into awesome ones, and how their owners can help return the love with just one little scoop of Meal Mixers.
Another set of videos serves as a more tongue-in-cheek comparison with other "topper" options.
Another campaign component: The Meal Mixer Challenge. People are invited to submit videos of their pets eating the mixer to win prizes, including a pet cam that allows you to check in and even interact with your dog while away from the house.
The first phase of the media buy launched mid-October on sites such as YouTube, PetFinder, Epicurious and The Nest. The “topper” videos will launch in November in those same channels.
There will also be additional regional and national support through search, social, native and influencer outreach.
"We’re targeting 'pet parents' - people who consider their dogs to be family and want to do right by them on all fronts, including at mealtime," says Jeff Berg creative director, Haberman. "They are currently buying super-premium kibble and mixing it with other food (toppers), to enhance appetite appeal, add some variety and/or a nutritional boost. We want to let them know that a better topper option exists with Meal Mixers."