Premium dog food has become an increasingly competitive category. With the massive influx of fresh-frozen entrees and custom, home delivered meals in a personalized pouch, the traditional premium food lines were losing their cache.

To offset the trend, we help create the “Chefs’ Specials” neighborhood pet store promotion for Fromm Foods. We developed and illustrated ‘celebrity chef’ characters and created gourmet meal recipes using a range of Fromm products. The goal was to bundle dry kibble, cans and treats, and present it in a glorified dish that was far beyond anything available from a pouch (and at a much better value.) It indulged the pet parent’s need to ‘do more’, and let us expand their knowledge and use of the Fromm food lines.

We created the chef characters, their backstories, developed and photographed “gourmet” recipes, then created point-of-sale elements for retail as well as a robust social and multi-media campaign.