Pooch & Mutt Fresh Chicken Dry Food
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Confirm that you have thoroughly read through the brief and are happy to fulfill it. By confirming, you also agree to complete and submit the required content within 5 days of receiving the product (if any*).
Thanks for confirming! We'll now reach out with next steps, so you can start creating content soon!
Project Summary
The Brief
Objective: Increase brand awareness, engagement, and sales of the new Pooch & Mutt Fresh Chicken Dry Food
Messaging:
The campaign should highlight the fun, playful nature of the brand while also emphasising the product's unique, healthy ingredients.
Tone and Style: Fun, informative, engaging, and authentic. The content should show real dogs and their owners enjoying the product in a light-hearted and amusing way.
Core Message: Irresistibly succulent Fresh Chicken Dry Food, boosted with supplements - to help pooches thrive.
MUST CONFIRM STORYBOARD WITH US FIRST
TIP: Share your *dog voice* rough idea when you apply
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Fresh Dry Food - Chicken
Feeling FRESH! Our first EVER fresh chicken dry food offering, for pooches who fancy something a little different.
Digestion issues, sensitivities, allergies or fussy taste buds are all factors that could make pooch pawrents lean towards a food made from fresh meat.
Fresh meat can also be appealing to those who prioritise a closer-to-nature approach when it comes to feeding their fluffy friend - and it contains natural enzymes that aid digestion, breaking down nutrients for better absorption.
This carefully considered grain-free recipe contains 50% Fresh Chicken, that's irresistibly succulent and an easily digestible, lean source of protein. The dream team of Glucosamine & Chondroitin together are a 'powerhouse' of supplements to support joint health, alongside Omega 3 and 6 fatty acids for the heart, brain, lung and immune system.
There's also Zinc for healthy skin & coat, Biotin for nails, skin & coat, Yucca to reduce any nasty stenches from your pooch's poop and Cranberries to reduce the risk of UTIs (Urinary Tract Infections). And let's not forget the two types of added Prebiotics to stimulate the growth of 'good bacteria'.
If you're looking for a fresh approach to your pooch's mealtimes - this could be the recipe for you.
Just an FYI, both fresh meat and quality meat meal provide the necessary nutrition for dogs. However (like grains) some dogs struggle to digest meat meal, which is why we've created this fresh alternative to cater to all needs. Check out our blog post on meat meal to find out more. (https://www.poochandmutt.co.uk/blogs/nutrition/meat-meal-in-dog-food-what-you-need-to-know )
Please create a script that's natural and authentic to you!
Hooks (pick what works for you!)
- Looking for a fresh solution for your fussy eater?
- Listen up if you have a fussy eater pup who craves fresh flavours!
- I’ve found the perfect fresh food for my fussy pup
- If you’ve got a fussy pup like dogs name, you need to try this!
Concept idea: Show how the Pooch & Mutt Fresh Chicken Dry Food is a healthy and delicious food for your dog.
Shot ideas:
Packaging Close-Up:
- Show a close-up of the Pooch & Mutt Fresh Dry Food packaging (front and back), highlighting the main ingredients like the 50% fresh chicken, glucosamine, chondroitin, Omega 3 & 6 fatty acids, zinc, biotin, yucca, and cranberries.
Dog with Packaging:
- Show a dog reacting excitedly to the packaging. The dog might sniff, paw at the package, or wag its tail eagerly.
Owner Pouring Food:
- Show the owner pouring the fresh dry food into the dog's bowl
Dog Eating Food:
- Capture the dog eagerly eating the food, showing signs of enjoyment such as tail wagging.
ASMR Food Sounds:
- Capture the sounds of the kibble being poured into the bowl, the crunching as the dog eats
Dog Being Playful:
- Show the dog playing energetically after eating, highlighting the positive effects of the food on their energy and mood.
Owner Talking:
- A shot of the owner talking directly to the camera, sharing their positive experience with Pooch & Mutt Fresh Dry Food and its benefits, such as improved digestion, healthier coat, and better energy levels.
Healthy Coat and Skin:
- Show a close-up of the dog's shiny coat and healthy skin, indicating the benefits of zinc and biotin.
Digestive Comfort:
- Capture a shot indicating the dog's comfort and contentment after eating, such as lying down peacefully or getting a tummy rub.
Joint Health:
- Highlight the dog's ease of movement and joint health by showing it easily jumping or running.
CTA: If you're looking for a fresh approach to your pooch's mealtimes, shop Pooch & Mutt’s Fresh Dry Food online today!
Product Highlight: The Pooch & Mutt Fresh Dry Food should be clearly visible and central to the content. Highlight some of the product's benefits highlighted below (e.g.,) through visual or verbal cues in a natural, non-salesy manner. Please do not read the product benefits word for word, adapt them to feel natural in your voice over.
Key Product Highlights for Fresh Dry - Chicken
- Made with 50% irresistibly tasty Fresh Chicken (no dehydrated meat / meat meal) and a convenient alternative to raw feeding
- Fresh meat contains natural enzymes that aid digestion, breaking down nutrients for better absorption, which means it’s great for dogs with digestion issues, sensitivities, allergies
- Boosted with supplements to help your pooch thrive, including Glucosamine & Chondroitin to support joint health
- And Omega 3 & 6 to support heart, brain, lung and immune system function
- Grain free
We are open to creativity so if you want to amend the script at all and make it your own then feel free to be creative with it and make it feel authentic!
Video editing requirements:
- Key edit elements we are looking for: Comic elements, close up shots, ASMR shots, some shots of creator in screen to add personal element
- Showcase a happy dog with movement and energy where possible.
- Ensure each frame lasts not more than 3s (where possible) to ensure the video is engaging throughout.
- Voiceover/Text to speech to be very enthusiastic.
- Please film in natural light and in high-res and no blurry footage.
- Add engaging captions to your video and remember to submit the version without!
- Keep it lively and energetic - we want to encourage the audience!
- Please don't sound like you're reading off a script.
- When writing the brand name in captions use 'Pooch & Mutt'.
- Share your storyboard with Rachel prior to filming
- Please ensure music used in videos are cleared for commercial use
Please check you have covered off the key edit elements we are looking for. Let us know of any allergies the dog may have. Please ensure we are told what breed of dog you have and we need to ensure that none of the dogs have a bark ecollar, docked tail or docked ears. E-mail dog photo to rachel@usetwirl.com if you haven't already.
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We know that a healthy mind is just as important as a healthy body. But should that thinking be limited to humans?
We've created an enhanced series of natural meals, treats and supplements that does good and tastes good, to give your pet the optimal ingredients needed to boost their mood and behaviour, paw in paw with their physical health.
Guidelines: Always use Pooch & Mutt, not Pooch and Mutt. Make sure no competitors are visible in content (any other dog food, treats or supplements brands).
In the past our customers love fun, creative and engaging content. We want our reviews to tell a real story, and to be trustworthy as we believe our brand really does delivers incredible results and dogs love it!
Target Demographic
Dog owners who believe that they should give as much care and attention to their pets health as their own. Our strategic target customer is defined by their mindset and attitudes rather than life stage or demographics, but characteristics to note are:
More likely to be female
Likely to be financially assured
More likely to be urban rather than rural
Mix of ages but tendency to be +25 and upwards
Mix of with or without family
Butternut Box, Tails.com, Lily's Kitchen, Pure Pet Food, Forthglade Complete
UGC to be fun and humerous. We are a young fun brand with a lot of knowledge to share. We love playing with our bright brand colours and being playful with our content.
Butternut Box, Tails.com, Lily's Kitchen, Pure Pet Food, Forthglade Complete
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