Pooch & Mutt's 'Soft & Shiny' Dog 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 Pooch & Mutt's Soft & Shiny Dry Dog 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: ‘Soft & Shiny’ is a vet recommended, premium, grain-free, complete dry food for those dogs that are prone to dry or itchy skin or who may need a little bit of help developing their glossy coat.
MUST CONFIRM STORYBOARD WITH US FIRST
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‘Soft & Shiny’ is a vet recommended, premium, grain-free, complete dry food for those dogs that are prone to dry or itchy skin or who may need a little bit of help developing their glossy coat.
The food is packed with active ingredients, including 47% herring; a tasty novel protein source which is highly digestible and rich in essential-fatty acids, alongside collagen, a structural protein essential in the formation of healthy skin. It also contains Omega 3 & 6 which help to nourish the skin and restore moisture to prevent itching and scratching, alongside prebiotics and probiotics which help to maintain a balanced gut flora which can improve nutrient uptake and contribute to a healthy skin and a shiny coat. Soft & Shiny is a complete food so alongside functional ingredients to look after your pooch's skin & coat, it also contains vitamins, minerals and antioxidants to promote overall health and wellbeing.
Pooch & Mutt ‘Soft & Shiny’ complete dry food contains NUTRA-BIONIC, a unique supplement that includes ingredients which provide a healthy skin and coat, aid digestion, reduce stool odour and support urinal tract health.
https://www.poochandmutt.co.uk/products/soft-shiny-dry-food-for-dogs#
Hook Ideas:
This is how I got my dogs coat looking so soft and shiny
Stop scrolling if your dog suffers from dry or itchy skin
This food has been a game changer for my dogs dry and itchy skin
Did you know your dog food could be causing your dogs dry and itchy skin?
How I took my dogs skin and coat from this, to this
My dog's coat has never looked better. I recently tried Pooch & Mutt’s…
Dogs name always gets compliments on her soft and shiny coat…
I finally found the solution to my dogs dry and itchy skin
Concept idea: Show how the Pooch & Mutt Skin & Coat Dry Food soothes your dog's itchy skin and makes their coat shiny and healthy.
Talk about the particular problem / reason for your doing being on the food (dry/itchy skin, allergies, dull coat etc). The video could include you showing your dogs coat before (itchy, flaky, dull) and now (glossy, healthy), eating the delicious food, grooming the dog, playing with the dog.
Product Highlight: The Skin & Coat 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.
Product Highlights in Bullet Points:
Premium, grain-free, 100% natural ingredients
Complete dry dog food to help dogs that are prone to dry or itchy skin or who may need a little bit of help developing their glossy coat
Single source protein with 47% herring - Herring is a novel protein meaning it's a great food for dogs with allergies
Includes linseed which contains Omega 3 which helps to restore moisture and nourish skin & coat
Collagen - A structural protein essential in the formation of healthy skin
biotin - vital for maintaining healthy hair and skin
milk thistle - Proven natural antioxidant for the liver that helps seasonal itching and scratching
Added Nutra-bionic supplement for optimal health
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'.
- Please ensure music used in videos are cleared for commercial use
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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