Meghan Trainor
x Freshpet
Freshpet as a brand hadn’t really broken through the mainstream just yet, so our digital and creative team was tasked with developing an idea for an above the line campaign with a celebrity.
We brainstormed about 50 unique ideas, and went to our creative agency Terri and Sandy where their team developed an amazing original song with Meghan.
to all the dog moms
We filmed the music video on March 8, 2024 and launched it on April 11, one of the fastest turn around times I’ve ever worked on. Coverage included Adweek, E! News, People Magazine, Elite Daily, and it was an AdAge Editors Pick.
My Role
As brand Associate Creative Director, my role was to lead from the brand side with our head of PR, and help bring all of the teams together in achieving the big idea. Our goal was to create a campaign that was on brand, and felt authentic for Freshpet, and delivering the project on time.
Katie Hanifin our amazing Art Director led the creative treatment for the social assets and landing page.
The campaign had a 20% higher click through rate vs. the business as usual creative in market.
Full Creative Team:
Kate Crook - VP Marketing
Maureen Cooley - Associate Creative Director
Polly Foster - PR Lead
Katie Hanifin - Art Director
Consultant - Susan Roy
Terri & Sandy (Agency)
Todd Condie - Creative Director
Mike Cicale - Creative Director
Yulia Kosheeva - Art Director
Jess Mannino - Copywriter
Chris Lenz - Executive Producer
Lauren Rubenstein - Account Manager
Matthew Klesel - Account Director
Prettybird US (Production)
Lauren Dunn - Creative Director
Frank Mobilio - DP
Brendan Garrett - Producer
Company 3 (Post)
Kath Raisch - Colorist
Jake Rioux - Producer