• by Steve Ellwanger , April 20, 2023

What’s the difference between dog food and “food food”?

It’s a concept that bedevils people who aren’t pet parents, and is the focus of a new campaign platform for Freshpet’s refrigerated dog foods.

“It’s Not Dog Food, It’s Food Food” seeks to raise awareness of the benefits of ditching dry kibble and feeding pooches like humans—meaning from a shared refrigerator.

That comes as a surprise to in-laws and a dating companion in campaign creative from the Terri & Sandy agency.

When a mother-in-law visits her son and his spouse with a dessert that requires refrigeration, she opens the fridge and discovers a package of Freshpet chunky chicken and turkey.

“You keep dog food in the fridge?” she asks the daughter-in-law.

After hearing the response “It’s not dog food, it’s Freshpet. Real meat, real veggies,” the mother-in-law offers a dismissive “It’s just wrong.”

The daughter-in-law gets the last word, though, noting to her dog: “You’re so lucky you’re single.”

Likewise, when a woman arrives at her date’s home for dinner, he asks her to get some carrots from the refrigerator.

She discovers a bag of Freshpet food and asks “What’s this?”

When the man explains it’s not dog food but Freshpet, the woman walks out the door—whereupon the man feeds his dog and says “You were so right about her.”

“Freshpet’s target audience would literally sit on the floor and have a meal with their dogs—and certainly slam the door on a date who dares insult their beloved pet,” Lauren Rubenstein, group account director at Terri & Sandy, tells Marketing Daily.

“This campaign works to not only solidify Freshpet’s place in the hearts of dog owners, but also in their fridges.”