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pets and their owners

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earned media stories

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earned media impressions

Challenge

What’s that they say about the best laid plans? The novel coronavirus outbreak of spring 2020 forced us to re-evaluate our messaging strategy and cancel a planned in-person media activation for Freshpet. Evaluating the landscape and nationwide recommendations to social distance, we discovered one simple truth remained: the desire for people to feel connected. With that, we believed that a brand founded on the principles of giving pets the best could be the one that brought animals and their pet parents together during a moment in time when they needed it most.

Solution

We launched a technology-enabled approach that allowed Freshpet to bring the pet community and media together via the first-ever pet conference call, dubbed Zoomies. Tapping into the growing meeting platform Zoom, Mitchell developed and executed Zoomies in a matter of weeks. Designed to be a welcome diversion for people stuck at home, actor and animal advocate Rainn Wilson provided the star power needed to not only boost awareness but deliver the entertainment chops needed. The resulting format put pets front and center and let their parents be part of an unexpected moment. Plus, the timing and circumstances gave Freshpet an opportunity to announce the launch of its animal rescue charitable program, Fresh Start, early – giving pet organizations much needed financial help needed during the pandemic.

Results

Goals for Zoomies exceeded expectations – with registration surpassing the original goal by more than 650%. Media pickup delivered more than 63 million impressions, and most importantly, Fresh Start shelter nominations grew nearly 80%. That’s success worth howling about.

"It would have been easy for our team to push the Zoomies idea aside given the short lead time and closeness to Fresh Start, however you pushed us to really think about the possibilities."
–John Speranza, Freshpet

Mitchell

Mitchell (Mitchell Communications Group) is an award-winning strategic communications firm, working on a national and global scale with some of the world’s largest companies and best-known brands. Our capabilities include communications and marketing services that span traditional, digital and social channels. Mitchell is a part of dentsu, whose best-in-class agencies provide marketing and communications solutions through collaboration, innovation and entrepreneurism.

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