Pooch & Mutt Joint Care Dry 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 Joint Care Dry 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: 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: Joint Care is a vet recommended, premium, grain free, complete dry dog food, perfect for dogs with mobility issues or those that are highly active.
Please send a picture of your dog with your application. You must also confirm a storyboard for the video with us first.
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'Joint Care’ is a vet recommended, premium, grain free, complete dry dog food perfect for dogs with mobility issues or those that are highly active.
The food is packed with active ingredients, including 45% salmon; one of nature’s richest sources of the omega 3 EFAs that are essential for joint well-being. Also high in Omega 3 fatty acids are green lipped mussel and linseed which are essential for increasing local blood supply and reducing inflammation and stiffness. On top of this, it is a source of Glucosamine and Chondroitin, which can help prevent cartilage breakdown, as well as alfalfa, yucca and rose hip all added to support joint health and mobility.
Pooch & Mutt ‘Joint Care’ complete dry food also 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/joint-care-dry-food
Hook Ideas
• “Stop scrolling if your dog's joints need a superhero…”
• “If your senior dog's joints are slowing them down, you need to try this…”
• “Looking for dog food to support your furry friends' joints?”
• “My dog … used to really struggle with … until we found Pooch & Mutt’s Joint Care Food”
• “Looking after your dogs joints is easier than you think”
• “Does your dog suffer from joint or mobility problems? This food has been a game changer for my dog …!"
• “If your dog struggles with joint or mobility issues, you need to try this food…”
Concept idea: Show how the Pooch & Mutt Joint Care Dry Food helps your dog to live a full and happy life by aiding their mobility. Talk about the particular problem / reason for your doing being on the food (aging, joint issues, hip/elbow dysplasia, arthritis, working dog etc.). This could include you showing your dog running around a field happy, enjoying the delicious food, how your dog was before trying the food (stiff, sore, uncomfortable) and after (happy, mobile).
Customer reviews could also be featured, see some examples below:
5* “My dogs coat is in better condition since she's been on this for a good few months now, and her joints have improved a lot since she has arthritis.”
5* “Had my dog on this for a year now, she's nearly 14 and was struggling with her arthritis. She's now so much more active and clearly in less pain which we can only credit to Joint Care and a helping of Mobile Bones. Thanks Pooch & Mutt!”
5* “Our golden retriever has arthritis in both knee joints, so we have been trying her on different supplements to help her. I think it’s definitely helped her as she’s moving a lot better!!!! I like this supplement cos it’s full of natural goodness!!!”
Product Highlight: The Joint Care 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 complete dry dog food with 100% natural ingredients
• Vet recommended - To help dogs with mobility issues (including arthritis, hip/elbow dysplasia) and for dogs that are highly active
• Single source protein with 45% lean Salmon
• Includes our unique Nutra-bionic supplement for optimal health
• Source of Glucosamine and Chondroitin, which can help prevent cartilage breakdown (this combination has been shown to help dogs with hip dysplasia, spinal disk injury, those recovering from joint surgery)
• Alfalfa, yucca and rose hip all added to support joint health and mobility.
• Prebiotics & Probiotics to aid digestive 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!
Additional Inspiration Links:
Angle - Product / benefit focused
Angle - Why I regret (Skit)
Angle - Signs your dog might benefit from Joint Supplements
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 the creator has and we need to ensure that none of the dogs have a bark collar, docked tail or docked ears. E-mail dog photo to rachel@usetwirl.com if you haven't already!
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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