First Stella & Chewy's Campaign Celebrates 'Raw, Unfiltered' Pets

“Raw, unfiltered” pet behavior should be rewarded by feeding them “raw” food. 

That’s the gist of the first national advertising campaign for Stella & Chewy’s, the #1 freeze-dried, raw pet food brand. 

Stella & Chewy’s makes pet foods from uncooked animal protein that undergoes bacteria-eliminating, high-pressure processing and includes 100% organic fruits and vegetables. 

Just how unfiltered can pets be? 

In spots from Highdive Advertising, a cat climbs a window curtain while the voiceover explains that his behavior “has nothing to do with his interior design opinions.” 

Likewise, when a dog repeatedly sniffs the groin of a man garbed in a suit and tie at an outdoor party, the behavior is forgiven because no dog ever thought “Maybe this isn’t a polite way to greet future in-laws.” 

advertisement

advertisement

“We knew we had to go bold and candid with these spots to show exactly how raw pets can be and why we simply love them for it,” Highdive co-founder and chief creative officer Mark Gross tells Marketing Daily

Campaign spots running on cable TV and streaming platforms include “co-viewing” placements for pets and owners on networks including “Animal Planet” and “Bravo.” 

In addition, Stella & Chewy’s is sponsoring “pet play lists” on Spotify, according to Talia Arnold, head of strategy and planning at Exverus Media. 

“When I was growing up, we’d leave the classical radio station on for our dog when we were out because we thought it was relaxing for him. Now a more modern version is people using Spotify,” says Arnold. 

Stella & Chewy’s was founded in 2003 in Brooklyn, New York by Marie Moody, who adopted a shelter dog named Stella, followed by a sick puppy named Chewy. She has since moved the company to Wisconsin.

Next story loading loading..