CLIENT
Freshpet
Scott Morris, Co-Founder & COO
John Speranza, VP of Marketing
Steven Elwell, Director of Digital Marketing
Karina Delaine, Sr. Content Marketing Manager
Kaitlin Juchniewicz, Art Director / Designer
Meriel Peterich, Digital Marketing Manager
Kelley Peters, Director of Insights
AGENCY
Terri Meyer, Co-Founder & CEO
Sandy Greenberg, Co-Founder & CEO
Kyle Janisch, Art Director
Earl Myers, Copywriter
Lauren Rubenstein, Integrated Account Director
Alexandra Vetrano, Account Supervisor
Arlene Fernandez, Executive Producer
Prospero Consulting
Susan Roy, Founder and Consultant
Generator Media + Analytics
Nathan Perez, SVP, Communications Strategy
Digital Surgeons
Brian Sena, Head of Growth
Explosure Media
SUMMARY
The healthy pet food segment is a dog-eat-dog world. Mars, Nestlé and General Mills are spending huge advertising dollars shouting that their brands are healthier, more natural and preservative-free. How could a smaller, mission-driven company called Freshpet compete against the Great Danes of the industry? The answer was hiding in the brand’s mailbox. Freshpet launched a campaign called “Letters," which grew household penetration by 19.9% and same-store sales by a whopping 22%, even as the pet food category remained flat.
