Fresh dog-food buyers don't have "pets"-- they have pet partners. So we developed a creative strategy around that insight called "Better Food for Your Better Half."

And brought it to life with a suite of subtle spots eavesdropping on the kinds of dinnertime conversations we only have with those we love most.

I wrote TV scripts here (crazy I know) but also crafted social pieces that brought a new dimension to the spots, and filmed on set for some BTS that became paid social.