From US challenger to UK contender — Freshpet's multi-channel brand build

Introduction

Freshpet offers natural, healthy fresh pet food straight from the fridge. Already the largest fresh pet food manufacturer in the US, their attention turned to the UK — where the concept of fresh pet food was still unfamiliar to most consumers.

Problem

Low category and brand awareness, distribution challenges, and big-budget competitors. Freshpet needed to make its mark in the UK — and Crufts was identified as the pivotal moment to do it.

Approach

We established "Fur Foodies" as the foundation for UK brand communications — reframing fresh pet food from niche and premium to aspirational and relatable. Alongside the brand narrative, we supported packaging design and development for the UK market.

"I've found the IF. team to deliver on all of our creative and strategic briefs. They're the perfect balance of professionalism, creativity, and customer service" — Hannah Edwards, Marketing Director, Freshpet

Solution

An integrated, multi-channel campaign built around Crufts — combining organic social, paid media, influencer partnerships, an ad van at the NEC and key retail locations, and a professionally hosted stand with live social content creation. A multi-tiered paid approach across Meta and Google converted awareness into sales, with one-off hampers and subscription sign-ups providing clear conversion mechanics both online and at the event.

Results

+766% YoY digital reach. -50% YoY decrease in paid social CPA. 10,000 new customers gained in store. +86% YoY increase in online sales.

Impact

A brand launch built around one unmissable cultural moment — Crufts gave Freshpet the platform; integrated thinking gave them the results.