• by Fern Siegel , 2 hours ago

To launch Orijen Freshprey, the brand’s new dog-food line, TDA Boulder created “The World’s Most Extreme Unboxing,” a campaign that challenges the influencer-reveal format. 

And it occurred in the Red Mountains outside Ouray, Colorado, some 12,000 feet above treeline. There, in a rugged setting, the brand partnered with outdoor creators Wander with Willow to unbox the product.

“Fresh pet food advertising has started to look and feel interchangeable,” said Jonathan Schoenberg, ECD, TDA Boulder. “A lot of the category codes lean heavily on at home kitchen aesthetics and domestic lifestyle cues. The launch of Freshprey gave us the opportunity to break from that sameness and create a launch that feels true to the product, true to the brand and true to the people it’s speaking to.”

The creative launches across CTV, online video, digital, OOH, social, influencer and experiential. The work targets dog owners who support minimally processed food and see outdoor time with their dogs as essential. The company calls its food biologically appropriate, securing nutritious ingredients from a curated group of farmers, ranchers and fisheries.

“For us, this is more than a product launch,” said Mark Fannin, global vice president of Orijen. “Freshprey reflects years of passion and research. This campaign captures the lengths we’re willing to go to deliver something exceptional for pets.”

To support the initiative, client partners, agency team members, director Oliver Sutro, creators and dogs all traveled to shoot in the San Juan Mountains.

Orijen is available at Petco, Chewy.com and pet specialty retailers.

Additional TDA Boulder creative work includes FirstBank, FatBoy, Del Real and the U.S. Women's Open.

Orijen's parent, Champion Petfoods, is part of the Mars Petcare business.