Pooch & Mutt Cheese Fondue Advent Calendar (Product Focused)
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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 Limited Edition Pooch & Mutt Cheese Fondue Flavoured Christmas Advent Calendar for dogs.
Messaging:
• Tone and Style: Fun, playful, engaging, and authentic. The content should show real dogs and their owners enjoying the product in a light-hearted and amusing way.
• Please use christmassy props where possible
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Product Highlights:
• Premium grain-free Advent Calendar: A luxurious holiday treat that’s also health-conscious.
• 1 Delicious Cheesy Meaty Treat behind every door: A surprise your dog will look forward to each day.
• Limited edition cheese flavour: Get it before it's gone! This exclusive cheesy goodness won't last long.
• Treats contain added collagen and probiotics: It's not just tasty; it's also healthy!
• Christmas cheese triangle shape treats behind every door: Adding a fun, festive twist to the daily treat ritual.
Hook Ideas:
• "The Cheesiest Countdown to Christmas Your Dog Will Love!"
• "Stop Scrolling! Your Dog's Dream Christmas Countdown is Here!"
• "Attention All Dog Owners: Get Ready for the Cheesiest Christmas Ever!"
• "Stop Scrolling if your dog LOVES cheese"
Story & Key Messaging (Please use as inspo!):
Intro: Quick cut of a dog enthusiastically sniffing around a wrapped Pooch & Mutts Advent Calendar followed by the text overlay, "The Cheesiest Countdown Ever!"
Cute B-roll: Feature adorable dog excitedly opening the calendar doors and enjoying the cheese wedge treats. Cutaways to wagging tails, happy barks, and close-ups on pleased doggy faces.
Unboxing: A well-shot sequence of creator unboxing the Advent Calendar, showcasing its premium design, and revealing the treats behind a couple of doors (but not all to keep the surprise factor!).
Product Highlight: Overlay caption bubbles with quick voice-over explaining the key call-outs as they relate to the video images. For example, as a dog chomps down a treat, text appears that says "Added Collagen & Probiotics for Health!"
Urgency: Add caption and voice-over stating, "Limited Edition! Grab yours before they're all gone!"
CTA: Order now to make this Christmas unforgettable. Countdown with cheese, love, and endless tail-wags!
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!
If you haven't already, please e-mail a photo / video of your dog to rachel@usetwirl.com!
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 excited dog with a lot of 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
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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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