Who: Redbarn, with Juliet for strategy and creative.
What: “Redbarn, where dog dreams come true,” a new brand platform for the U.S. pet food brand emphasizing that its kibble is made with real meat.
When & Where: The campaign is live in the U.S. now. It launched with a Seattle-focused activation that was used for an ad, with a similar strategy (activation followed by ad) rolling out to other markets in the U.S. this year.
Why: Redbarn is a 25-year-old family owned business focused on high-quality, natural pet food and treats. It’s done some advertising before, but nothing built on a strategic platform, and nothing national. Juliet—which has been expanding in the U.S.—was brought aboard earlier this year to build a brand strategy emphasizing its quality dog food in order to reach premium dog food buyers.
“They are well known for their treats, and wanted their rightful claim in the kibble category, expanding on how they help dogs get the food they deserve,” said Juliet’s creative director, Darya Klymenko.
Juliet wanted to reach dog owners in the crowded kibble category by showing them that Redbarn’s first five kibble ingredients are meat, which is what dogs dream about.
How: Working with research partner Real Talk Insights, Juliet found that dog owners feel overwhelmed by pet food advertising.
“More than anything, dog owners want their dogs to be happy and living their best lives,” said Klymenko. “The group was asked, ‘What do you think your dog dreams about?’ 100% of answers revolved around meat. And meat is what Redbarn has in spades.
“Their premium dog food delivers on a key canine fantasy, so we made that promise to dog lovers and dogs everywhere: Redbarn helps make dog dreams come true.”
The creative idea for the campaign is to find one dog in each key market and make its dreams come true, while capturing the moment for advertising and content. The first spot features Koda, who lives in Seattle, loves meat (like all dogs) but also loves digging.
Redbarn kibble takes care of the meat, but Redbarn also took Koda on a “field trip” to a giant pile of soft earth for him to fulfill his wildest (and cutest) digging dreams. “Redbarn… where dog dreams come true,” says the closing voiceover.
The plan is to expand across the U.S., targeting key demographics and making doggie dreams come true on other “field trips.”
“The plan for now is one dog in each market,” said Klymenko. “Get to know them/their owner and what their dog loves, supply them with Redbarn and then fulfill another one of their dreams.”