Pooch & Mutt Puppy Food (Wet + Dry)
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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 Puppy Food (Complete Superfood Dry and Wet)
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: Pooch & Mutt’s Puppy Dog Food has been designed to get your pup off to the best start in life. Grain-free, junk-free, and packed with added benefits, for a happy and healthy puppy.
MUST CONFIRM STORYBOARD WITH US FIRST
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Superfood Puppy - Dry: https://www.poochandmutt.co.uk/products/puppy-superfood
Our grain-free Puppy Complete Chicken & Superfood has been designed to get your pup off to the best start! Packed with lean protein and grain-free goodness from real ingredients that are gentle on the tummy, it's been boosted with natural superfoods including salmon oil, kale, spinach, and berries packing in plenty of vitamins, fatty acids and antioxidants, to set the foundation for a healthy, happy pup!
This delicious recipe is packed with natural goodness to keep your pooch feeling great both on the inside and out, helping you to be confident that you're giving them everything that they nutritionally need to live their best life. And with a Small Dog, Puppy, Adult and Senior option, our Superfoods range caters to all and gives you the ability to feed a premium diet for the duration of your beloved pet’s life. Fresh and filling, dogs can’t get enough of the meaty taste in this range and even the fussiest are soon won over.
Puppy - Wet: https://www.poochandmutt.co.uk/products/puppy-wet-food
A puppy perfect grain-free wet food to help give your pooch the best start in life. This complete recipe is bursting with goodness from fresh free-run chicken and vegetables sourced from local British farms. High in protein to help fuel your puppy through playtime and ensure they have adequate nutrients for healthy growth and development. This gentle recipe is easy on sensitive puppy tums and also includes added prebiotics to help the good bacteria in the gut to thrive and aid healthy digestion, it is brimming with vitamins and minerals from fresh vegetables to help your puppy grow happy and healthily.
Hook Ideas
- Stop scrolling if you’re looking for a healthy and nutritious puppy food
- New dog parents, listen up, I’ve found the best puppy food
- 5 reasons why I feed my puppy Pooch & Mutt’s puppy wet and dry food…
- Did you know your puppy needs a high quality diet to help them grow healthy & strong?
- If your puppy’s health is important to you, you need to try this…
- Give your puppy the best start to life with Pooch & Mutt’s puppy food..
- If you want to give your puppy the best start…
- Not sure what to feed your puppy?
- I didn’t know where to start with puppy food for dogs name...
Concept idea: Show how the Pooch & Mutt Puppy food (wet & dry) are perfect for your puppy’s health and nutrition. Show how you incorporate both types of foods in their daily feeding e.g. Dry mixed with wet, dry in a bowl as standard meal time with wet as a treat on liki mat/kong as a mental stimulation game.
Pooch & Mutt products that are suitable for puppies can be found here: https://www.poochandmutt.co.uk/collections/puppy-food-supplements
Talk about why it is important to feed your puppy high quality puppy food. Some points that could be mentioned:
It is important that you feed your puppy a puppy specific food, as they have nutritional needs to help them grow and develop optimally, puppies grow at 20 times the rate of an adult dog so it's really important to fuel your pup properly.
What is the difference between puppy food and adult dog food?
Puppy specific food needs to be higher in protein which is vital to support growth
Higher in calories to support the energy they burn through playtime
Small kibble size, this is in relation to dry food as puppies need smaller bite sized pieces which are easier for them to chew and swallow
More info can be found here on puppy feeding guidelines: https://www.poochandmutt.co.uk/blogs/puppy/complete-puppy-feeding-guide-with-charts-and-weights
Feel free to pick and showcase any relevant 5* reviews that support your claims (you can find them on the product page)
In the video you could show:
Feeding your puppy, showing what you give them at each meal time and why
The ingredients and benefits of the food (use subtitle callouts to make them clear)
Versatile ways of using the products - for example putting the wet food on a licki mat/kong for mental stimulation for your puppy
Product Highlight: The Pooch & Mutt products 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 Puppy Complete Superfood Dry (please choose and adapt):
- Vet approved, complete, dry superfood with all the vital ingredients for healthy puppy development.
- It’s also grain-free & naturally hypoallergenic - great for sensitive tummies and allergies
- High in protein - key for growing puppies
- Bursting with Omega 3 and 6 fatty acids - for healthy skin and a shiny, soft coat
- Antioxidants - for immune system support
- Prebiotics - for digestive, skin and urinary health
- Chamomile & L-tryptophan - for calm behaviour
Key Product Highlights for Puppy Wet:
- Totally-tasty, complete grain-free wet food with delicious chicken alongside chunks of carrot and whole peas.
- Fresh Meat / Chicken - a lean, healthy protein, providing energy and amino acids to help your puppy grow
- Vegetables including carrot, potato, parsnip and peas for vitamins and minerals to support their immune system
- Added probiotics - to aid digestive health
- 100% recyclable packaging
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
Subtitles:
- Please use font ‘Poppins’ for subtitles
- It is not necessary to transcribe every word of the voiceover.
- Focus on highlighting key messaging, such as benefits or essential ingredients.
- Implement coloured backgrounds to the text when emphasising unique selling points to make key information stand out.
- Where possible, include the main video hook in subtitles within the first 3 seconds.
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!
DO
- Please film in natural bright light
- Add engaging captions to your video! remember to submit the version with and without!
- Keep it lively and energetic - we want to encourage the audience!
- Shoot high-res
- Submit all formats after sign off
DON'T
- Don't sound like you're reading off a script
- Don't film via TikTok app. MUST use CapCut or similar.
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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
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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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