• by Fern Siegel , January 6, 2025

Freshpet is launching a campaign under its “It's not dog food, it’s food food” platform.

The latest work features Steve Schirripa, who played Bobby Bacala in "The Sopranos," along with cameos from Johnny "Roastbeef" Williams ("Goodfellas") and Robert Costanzo ("Die Hard 2").

Terri & Sandy, Freshpet's AOR, created the work, capitalizing on gangster imagery; Dan Opsal directed.

The tag: "It's not dog food, it's food food."

“My Boy Junior”  is running on social, digital and TV. It's the second celebrity spot from the brand.

Schirripa's Dachshund Willie appears in the spot — and he is a Freshpet consumer.

“We are always looking for new ways to highlight the emotional connection between pet parents and their dogs, with a touch of humor. Our latest commercial, “My Boy Junior,” brings a fresh, more cinematic approach to this concept. Steve Schirripa was the perfect choice for this role, given his prior TV work and his genuine love for his dog,” said Kate Crook, Freshpet's vice president, marketing communications.

“This was a dream project because it let us take our campaign to trunk-slamming extremes. And as a dog lover and verified ‘back-room boss,’ Steve Schirripa was literally perfect for the part,” added Todd Condie, creative director at Terri & Sandy.

(Photo: Andrew Southam for Freshpet)