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Butcher Cut Protein: Feed Your Dog’s Raw Instincts

Client
What We Did

Brand Positioning
Pre-Roll Brand Videos
Social Content
Education Videos for Retail Partners
Point of Sale

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The Problem:

How do you relaunch Vital Essentials as the no-compromise leader in raw protein dog food? By proving to the best-informed (and hardest-to-please) dog owners that Vital Essentials is at the very top of the raw protein food chain.

The Insight:

People make an intuitive connection between butchers and protein quality. So, when our target wanted to feed their dogs the very best protein, we directed them to the butcher counter. Or, you know, the metaphorical butcher counter represented by Vital Essentials.

The Solution:

We built a bold, no-nonsense campaign around the Butcher—a straight-talking expert who embodied Vital Essentials’ commitment to protein quality. The Butcher’s voice and presence broke through a category filled with cutesy gimmicks, positioning Vital Essentials as the trusted authority for premium dog food.

A store with a sign that says do have dreams.
A poster of a dog's food pyramid.A bowl of meat sitting on top of a piece of paper.
A store with a sign that says do have dreams.
A refrigeration display case with a variety of items on it.
A refrigeration display case with a variety of items on it.
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