Pooch & Mutt Primal High Meat Dry Dog Food - Monica
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 number of videos within 5 days of receiving the product (if any*).
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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 Primal 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: Primal is a Complete, Dry, Grain-Free, Junk-Free, High Meat food for dogs, made with 80% meat and natural superfoods, replicating a dog's natural diet.
MUST CONFIRM STORYBOARD WITH US FIRST
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PRIMAL dry dog food replicates the ancestral diet of dogs, providing the highest nutritional value from natural ingredients hunted or foraged in the wild. 80% meat from lamb, ostrich, chicken and salmon, PRIMAL is high in animal protein, providing energy and amino acids for muscle maintenance. Alongside a host of vegetables including carrots and pumpkin, PRIMAL has been boosted with natural superfoods Turmeric and Spirulina, to provide powerful anti-inflammatory and antioxidant effects for optimal health. Especially beneficial for active or working dogs, this recipe contains glucosamine and chondroitin to protect against wear and tear and maintain joint health.
Hook
"Did you know most dog food contains less than 30% meat?”
Concept idea: Show how the Pooch & Mutt PRIMAL Dog Food is a high quality, high meat diet for your dog.
You could talk about the importance of a high meat diet for dogs, the ingredients and their benefits (listed below), why it’s a great option for working dogs. The video could include you showing the low % of meat in budget kibble on the packaging, the ingredients in PRIMAL, feeding your dog, your dog running around a field / outside full of energy, a happy dog on the sofa, your dog choosing not to eat their old food but quickly devouring Pooch & Mutt PRIMAL.
Product Highlight: The PRIMAL Dog 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.
Feel free to pick and showcase any relevant 5* reviews that support your claims (you can find them on the product page)
Product Highlights in Bullet Points:
Premium, grain-free, high meat, dry dog food
80% meat from lamb, ostrich, chicken, salmon
Boosted with natural superfoods turmeric and spirulina with powerful antioxidant properties
Added prebiotics for healthy digestion
Glucosamine & chondroitin to support joint health
Naturally hypoallergenic and grain free
Packed with powerful antioxidants to support the immune system, gastrointestinal health and skin and coat
Replicates a dog's natural diet and contains only natural goodness providing the highest quality nutrition
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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