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
This is the story of a small, mission-driven pet food company called Freshpet going up against the Great Danes of the industry—and winning! Freshpet, a pioneer in the healthy pet food category, has faced intense competition from the leading pet food companies, who’ve launched a slew of healthy brands backed by huge advertising budgets. How could Freshpet compete? The answer was hiding in the brand’s mailbox: A campaign called “Letters," which grew household penetration by 19.9% and same-store sales by 22%, even as the pet food category remained flat.
