strategy, media, branding, photography, video, website, campaign, packaging and original song.
First, we challenged ourselves to drop the usual suspects in pet food, the lovey-dovey, cutsie-poochy pastiche. Then, we went looking for something we could own. We exhausted every creative possibility until a new phrase came into being, with a new, and undeniably shelf-friendly, image that immediately answers the question “Why Tender & True?”. Because it’s “Certifiably Better”.
My Role
Creative Director