Creating a Category from Scratch

Connected TV, Over the Top Platforms, Online Video, and TV with an Integrated Retail Media Strategy

From Startup to Category Leader. The impact of this strategy was undeniable. Freshpet didn't just win market share—they built a new market altogether. By combining TV’s mass reach, ACR’s precision targeting, data integration, and social storytelling, they transformed from an underdog into the top dog of fresh pet food.

Building a new category is harder than just gaining market share—you have to change consumer behavior at its core. Freshpet had three major challenges: Low Awareness & Lack of Education Limited Budget vs. Legacy Brands Proving Incrementality Our mission was clear: Turn Freshpet from an unknown challenger into the go-to brand for fresh pet food—without burning through a Super Bowl-sized ad budget.

Build A Media Playbook That Would Scale To A Billion-Dollar Brand