Launching a Multi-year Campaign to Help Rescues Give Animals a Fresh Start
Freshpet, the leader in ultra-premium fresh pet food, is constantly pushing the boundaries of the pet category, always going above and beyond their core product lines to add value to the lives of both pets and pet parents. Together, through our collective partnership of almost a decade, we've not only been able to build their digital brand experience, but also help them launch a variety of other purpose-driven initiatives. Starting in 2018, Freshpet created the "Fresh Start" initiative, an annual campaign in which they would effectively donate $20,000 to multiple rescue organizations around the nation in an effort to help more shelter animals get a fresh start in life. This provided us with an incredible opportunity for us to once again team up as their digital partner to help them build and iterate on the campaign experience year after year.
The Freshpet team needed a partner to help them bring their vision to support animal shelters to life across digital channels and create experiences to connect Freshpet and their fans through nominations chock-full of interactive personal stories. This multi-year campaign continuously evolved each year, building upon a seamless unique, digital campaign experience each year that generated a ton of awareness, engagement, and good will within the entire pet category.
We're proud to be their partner in such a noble mission.
Who doesn’t love a good hero story when it comes to saving animals? The first year of the campaign was in 2018, and in order to get Freshpet’s community involved in choosing which shelters and rescues received money, we turned the campaign into a social media contest. The rules were simple. Nominate your favorite rescue, and the rescues with the most “votes” would win money. Communities were encouraged to share their rescue’s Fresh Start Campaign entry on Facebook, Instagram, and Twitter, to increase traffic to the Fresh Start Campaign landing page and garner votes for their rescue.
For the first few years of the campaign, we focused on driving consumers to the Fresh Start Campaign page to simply vote for a rescue of their choice. In 2022, we decided to evolve the format to expand the community's engagement with the campaign, by having Freshpet curate a dedicated jury to go through each story (all 2,390 of them!) and award the most touching and heartfelt stories. Freshpet relied on us to help make that technical switch, redesigning and rebuilding the platform it previously existed on to fit the new logistical structure of the campaign. In addition to changing the rules, 2022 (Year 4) was the first year we decided to build an experience that existed separately from the main Freshpet website, as we had done in previous years. We changed the domain from freshpet.com/fresh-start to thankyourescues.com to give it even a broader sense of authority and authenticity that could extend beyond the scope of the core site experience.
One of the joys of working on a multi-year campaign was being able to work with the Freshpet team to constantly evolve and update the campaign's overall thematic direction to make sure the Fresh Start theme could stand out, and deliver it's message in a unique, yet cohesive and consistent way.
Whether people were voting directly through the campaign site or submitting their stories to the judges, we knew the stories were ultimately at the core of the the campaign. As such we wanted to make sure we could put a strong emphasis on showcasing them throughout the entire campaign lifecycle.
Let’s launch your next campaign together.