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It's Love. Made Fresh.

Blue Buffalo

Social
Digital
Broadcast
CTV
In-Store

A fresh take on fresh food.

In the world of fresh dog food, pet parents have been berated with "only fresh" messaging for years, painting dry food as if it were a loveless, unnutritious alternative. But if you're Blue Buffalo—leaders in natural dry food with superior nutrition—fresh food isn’t  a replacement. It's another loyal companion. With Love Made Fresh, Blue Buffalo is giving dog moms and dads the freedom to mix fresh and dry (or not) if that's how their dog loves it. And we’d do just about anything for love.

The challenge

Not just another fresh food.

Show pet parents that Love Made Fresh has a special place in the mealtime mix.

The strategy

What's love got to do with it? Everything.

Unsurprisingly, love was at the heart of our strategy. But not just any ol' kind of love. This type of love lets your dog have their own pillow and blanket on your bed. This love compels you to buy ginormous stuffies for your little chihuahua because they're his favorite. The truth is, there's a million things we'd do for our dogs where the only explanation is love. Channeling this insight, we could give pet parents the ability to show that same level of love at mealtime, making their pets' meals with more loving intentionality.

The creative

It’s a love story.

Without hesitation, pet parents feed into their dogs' slightly questionable idiosyncrasies. It’s the hallmark of our irrational love. In broadcast, we're showcasing that love with three unique :30 spots that tell the stories of different dogs with some peculiar proclivities and the pet parents who feed them Love Made Fresh as an extension of their love. The videos, directed by Oren Kaplan of ArtClass, bring a punchy, fun energy that feels like a fresh new side of Blue Buffalo. The series, along with additional cutdowns, will roll out over the next several months, beginning with 'Chuck' and his giant carrot.

Digital and social elements of the campaign, created in-house at Curiosity, show off the versatility of Love Made Fresh products and highlight its superior nutrition and natural ingredients.

Curiosity also led the design of Blue Buffalo branded coolers that will be placed in retail stores nationwide. And NO, it wasn't just an excuse for us to have a photoshoot with dogs.

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