Freshpet is introducing “First, Date Dog” a seven-minute branded content series that plays off reality themed shows "The Bachelor" and "Love Connection."
Content shop SoulPancake was responsible for the main creative, production, and distribution, while Generator Media + Analytics serves as the promotional media agency. Digital Surgeons is the digital creative agency and ICR is the PR agency.
The concept introduces a single female flight attendant searching for love who goes on dates with three dogs, standing in for the men. Freshpet is briefly mentioned during a dinner scene where she feeds the dogs before enjoying her own meal.
Have a look here.
The video will run across all SoulPancake’s social channels, including "shout-outs" from co-founder and “The Office” star Rainn Wilson and YouTube personality Kid President. Freshpet will push the series across its own Facebook audience.
A charitable component of the campaign involves the sponsorship of Pet Partners, a group that certifies human and pet volunteers to become therapy dog teams. "This time around we’re donating money instead of our usual shipment of fresh food," says Steve Elwell, director of digital marketing for Freshpet.
This is the first time Freshpet has worked with SoulPancake.
Although AOR Terri & Sandy was not involved with this specific project, the agency and Freshpet will be introducing a new national spot extending its long-running “Letters” campaign early next year.