About Raised Right
Raised Right pet food company offers human-grade pet food for dogs and cats, giving pet owners across the United States “Peace of Mind With Every Bite.” They are a family owned business with manufacturing in the United States and HQ in New York. It has been awesome getting to know and working with Braeden, Mary-Anne, and Larry Ruud along with their business partner Adam Jacobson. The Ruud’s have been lifelong ranchers, showing incredible care and appreciation for their livestock and their ranching profession.
You can check out Raised Right and their healthy and delicious dog and cat foods at www.RaisedRightPets.com
Marketing An Honest & Caring Brand
When we first got started with the Ruud family, we could see clearly they had a passion for pet health and safety. Their goal was to make human-grade and delicious pet food that would truly give pet owners a peace of mind guarantee. That what they were feeding their pets was formulated to be nutritious and safe. Every batch of their pet food is lab safety tested, with results posted regularly on their website; they also have an ingredients map on their website showing where each ingredient is sourced from. Raised Right partnered with industry veteran, Dr. Karen Becker, who is a relentless champion and advocate for pet welfare, nutrition, and ethics within the pet food industry.
Our team worked creatively to help build and solidify the integrity and care of the Raised Right brand. When you have fantastic clients who believe in the good of their product, it makes our job as marketers that much easier. We showcase the philosophy and “why” of the product as much as we do the food itself. We believe customers who can identify and build trust with an organization through their messaging and visual elements, goes a long way towards meeting sales goals.
Our team developed a wide range of creative products that we are very proud of! Here are some of the things we built from the ground up for Raised Right.
Creative & Design
Our team of writers, graphic designers, and producers delved into the core of Raised Right to help formulate the best possible marketing, creative, and video production strategies that would give them an edge in the human grade pet food market. We consulted at every stage of the project, from packaging to messaging. We wanted to be sure that every element matched upon completion.
We wanted the unique message of Raised Right’s philosophy to be clear on the website. We designed a website that our team is very proud of. It is a good mix of information and visual confirmation around each of the product differentiators.
Raised Right’s unique sales structure required a custom eCommerce solution. Our team worked through the difficult logistical requirements around the product: it is cold shipped from the warehouse to doorsteps in insulated boxes. We developed a pet food “Meal Calculator” that allows the customer to input parameters of their pet and then it outputs a recurring meal plan and subscription that coincides with our shipping and logistical windows. The calculator also prompts the customer for weight and lifestyle information to calculate an optimal daily calorie intake for the pet to maintain, lose, or gain weight.
Video Production & Creative
We worked through several treatment ideas surrounding for two main videos we developed, produced, filmed, and edited. The storyboard and scripts go a long way to help the client understand and visualize exactly how the commercials will look/feel once completed. We creatively wrote two original scripts for “All Dogs Go to Heaven” commercial and the “Our Story” overview video.
The first video was the main advertisement piece for Raised Right entitled “All Dogs Do Go To Heaven.” This was a hilarious and thoughtful video that both entertained and informed customers about the Raised Right products. To properly execute this commercial our team had to do significant planning: from casting the right dog and cat to finding the right location, to scheduling, and voiceover (thank you to the 40+ dogs and cats that came and auditioned for the commercial + their owners). I don’t think we’ve ever had so much fun casting for a commercial!
Molly (left) and Kitty Mojito (right)
Being on set is a blast, but working with animals can be a difficult challenge. By having the owners (who were professional trainers) on set to wrangle the animals helped to ensure our crew was on-time and on-budget on set. Yes… Our director did get on his hands and knees several times to coax the animals for certain shots. We filmed these commercials in and around Edmonton, Alberta.
Marketing & Advertising
Here is the final commercial for “All Dogs Go To Heaven” filmed in 4K RAW HDR. At the time of this post, the video has over 217,000 views on Facebook.
Here is the final video for the overview video, used primarily on the website to assist customer conversions. It is entitled “Our Story.”
We also developed several re-targeting and re-conversion image ads for customers who have invested time in learning and interacting with our product but still have not converted.
The campaign is currently running on digital advertising streams such as Google AdWords, Facebook, YouTube, and Instagram.
About Nordic Media
Nordic Media is a marketing agency in Edmonton, Alberta that focuses on the A to Z needs of our clients and provides in-house production and creative services. We cater to a wide range of clients in Edmonton, Calgary, Alberta, United States, and beyond. For more information on how Nordic Media can help meet your marketing and advertising needs, contact us.