The Brief: Chewy identified a major growth opportunity: Consumer demand for fresh, minimally processed dog food was accelerating—especially among Millennial and Gen Z pet parents. To meet that demand and expand Chewy’s dog food assortment, the business launched Get Real—a private label line of fresh dog food.

The challenge: Launch a completely new premium food brand in one of the most crowded, competitive categories in pet care—and make shoppers care fast. The work needed to drive awareness, consideration, and conversion and ultimately turn first-time buyers into high-LTV recurring customers.

Insight: Fresh food wasn’t just trending—it was becoming the expectation. Pet parents, especially younger consumers, were actively seeking:

• Human-grade ingredients

• Simpler, healthier nutrition

• Convenience that matched modern life

But the premium fresh food space was crowded. Everyone claimed quality. The opportunity was differentiation through: Premium nutrition without premium friction. That became the strategic unlock.

Strategy: Position Get Real as the “zero stress” fresh food option—A product that delivered both high-quality nutrition AND everyday convenience. The messaging needed to answer: Why buy fresh? + Why buy Get Real?…and pay it off with a simple, memorable truth: Healthy Made Simple. Core RTBs focused on:

• Real meat, fruits, vegetables, vitamins + minerals

• No fillers or artificial additives

• Delivered fresh to your door

• 50% off first order to drive trial + conversion

Creative Approach: The creative needed to stop the scroll immediately. We built a scalable short-form video system designed around: 

• 1–2 Second Hooks: Thumb-stopping visuals that created instant interest

• Platform-Native Storytelling: Pacing, framing, and structure built for how people actually consume content

• Emotion + Utility: Stories that connected product benefits to real customer life

• One Production → Hundreds of Assets: A high-volume content engine designed for speed, iteration, and future growth

Creative Direction: I led the work from concept through final delivery. My role included:

• Helping define the brand’s short-form voice

• Refining storytelling rules and visual identity

• Leading creative development and production strategy

• Guiding pre-production and live-action execution

• Ensuring capture of high-volume, high-quality modular assets

• Overseeing editorial to maintain tonal consistency and platform-native performance

Execution: Campaign launch delivery included:

• :30 Hero Awareness spot

• Explainer videos

• Dozens of short-form, high-frequency paid + organic social cuts 

Built for upper- and mid-funnel paid social performance across awareness, consideration, and conversion.

Impact:

• Strong Product Adoption:Following launch in September 2025, Get Real showed strong early adoption and positive initial performance in a highly competitive premium food category

• High-Intent Customer Conversion:The 50% off first-order promotion helped drive trial among Millennial and Gen Z shoppers—supporting conversion into recurring fresh-food customers

• Scalable Content System:Built a modular video engine capable of supporting launch, optimization, and future growth without reinventing production each cycle

Creative Outcome: We didn’t just launch a product. We built a reason to switch. Instead of asking customers to choose between better food or easier eating—we gave them both. That clarity helped Get Real stand out—and made feeding fresh feel accessible, not aspirational.