Pooch & Mutt Wet Food Multipack
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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 Wet 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: Totally-tasty, complete grain-free wet food with fresh, natural ingredients, perfect for fussy eaters and sensitive tummies.
TIP: Share why your dog would love this!
MUST CONFIRM STORYBOARD WITH US FIRST
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https://www.poochandmutt.co.uk/products/multipack-wet-food
Totally-tasty, grain-free & junk-free, offering a complete balanced diet, our 100% recyclable wet food range boasts all-natural ingredients that are nutrient rich to help support your dogs overall health. Pooch & Mutt wet food is perfect for puppies and pooches of any age!
This wholesome recipe contains fresh meat and is bursting with natural, fibrous, fresh vegetables that are brimming with nutrient dense vitamins and minerals to keep your pup healthy and happy! We've also added all important prebiotics to help the good bacteria in the gut to thrive and aid healthy digestion!
Available individually in four totally tasty flavours or as a multipack (Chicken & Beef, Turkey & Chicken, Turkey & Duck, Chicken, Pumpkin & Pea) making meal times delicious, plus, as an added bonus... it's packaged in 100% recyclable cartons, good for your pup - good for the world we live in.
Hook 1 - Fussy Pup / Reviews
“Four delicious flavours and hundreds of 5 reviews, i knew I had to try this with my fussy pup dogs name*!'
Hook 2 - Poor Quality vs P&M
"Do you know what's really in your dog's wet food? I was shocked to learn that many don't even contain fresh meat and are full of junk and fillers. That's why I switched to Pooch & Mutt’s Wet Food."
(Comparing Pedigree Wet Food Tin With Jelly, vs. Pooch & Mutt Wet Food)
Concept idea: Show how the Pooch & Mutt Wet Food is a delicious and nutritious meal option for your dog.
Showcase the multi-pack and each of the different flavour options.
Product Highlight: The Pooch & Mutt Wet 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.
Product Highlights in Bullet Points:
- Made with delicious fresh meat - Choose from 4 tasty flavours or buy the multipack to have a different flavour each day! Your dog will love them.
- Grain Free - great for dogs with allergies or sensitivities
- Includes Prebiotics and Probiotics for a happy and healthy tummy (no more dodgy poos!)
- It’s also bursting with vitamins and minerals from fresh fruit and vegetables to support overall health
- 100% recyclable cartons
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!
Hook 2 - Poor Quality vs P&M
"Do you know what's really in your dog's wet food? I was shocked to learn that many don't even contain fresh meat and are full of junk and fillers. That's why I switched to Pooch & Mutt’s Wet Food."
(Comparing Pedigree Wet Food Tin With Jelly, vs. Pooch & Mutt Wet Food)
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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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