Nom Nom
Role: Brand Copywriter (In-House)
Projects Included:
Brand refresh (strategic positioning, brand book, website relaunch, delivery box redesign), new product launches (naming, packaging), omnichannel expansion, 360 campaigns, taglines, headlines and logo lockups, TV ads and scripts, OOH, onboarding materials, emails, Meta and LiveIntent ads, LP’s, 3rd party websites, owned media, and much more.
Brand Refresh/Voice + Tone Guide
Problem:
While the human food landscape is full of fun, dog food is still dull.
Insights:
We conducted new consumer research and found that Nom Nom dog parents – those that are motivated to spend more on their dog’s nutrition – are most concerned that their dog is bored.
Solution:
Re-imagine the brand architecture around mealtime excitement. Connect with conscious dog parents by overcoming the boredom and monotony that pervade the pet space, with a verbal and visual identity as bold, ambitious, and in-your-face delicious as the food we serve.
Website Redesign
After defining the brand expression, we overhauled Nom Nom’s website to bring the new positioning to life. We modernized the e‑commerce experience with major UX and UI upgrades, transforming a dated platform into a seamless, engaging destination for dog parents.
A functional funnel!
Awareness Campaign:
Make Mealtime Magical
The Why
Drive incremental brand awareness to contribute to omnichannel sales, while taking a challenger brand mentality to create outsized impact.
The How
Partner with a dynamic, on-brand star (Kristen Chenoweth), and develop a script complete with original music to convince conscious dog parents that enrichment (via Nom Nom) is the new spoiling.
The Wins
Drove over 8.5b impressions in just 2 weeks (8x’s our KPI for impressions). Resulted in 83 earned media placements, exceeding our target by 5.6x. Partner resonance parked 5 added-value posts, delivering 1.7m incremental impressions. Influencers delivered high-value engagement with $4.04 CPE and 1,100 clicks to Chewy.com.
Bonus: a viral response to KC’s interview where she insisted her dog came out of her vagina, which was repeated on outlets such as The Late Show With Stephen Colbert.
We Sparked Conversation
We connected on TikTok and Instagram with 30+ influencers and created custom Enrichment Kits for their pups, then amplified the campaign with Chewy promotions and more.
Interactive Landing Pages
Influencer Amplification
Retail Partnerships
We Got Great Press
Awareness Campaign:
We’re Here for Dog Parents
The Why
Drive brand awareness by positioning Nom Nom as key to enriching your dogs life. Develop a 360 campaign that uses shared language and experiences to celebrate the deep bond that conscious dog parents share with their pups.
The How
In under six weeks and a strict $100K all-in budget, our creative team of 3 executed from concept to camera — writing scripts, casting human and dog talent, and delivering a hero TV spot plus a full suite of CTV and social variations.
The Wins
Nearly 75% of viewers recalled the ad without any prompts — a notoriously high bar that requires a deeply memorable and strongly branded message. Emotional engagement was equally exceptional: 42% rated the ad with “love” overall, and that warmth stayed remarkably high throughout the full 30 seconds — a feat few ads achieve.
The spot didn’t just connect emotionally — it moved behavior. Using a Yale‑developed behavioral science model, preference for Nom Nom jumped from just 2% before exposure to nearly 60% afterward. For a small, relatively unknown brand, this kind of lift is almost unheard of. Against a benchmark of more than 200 campaigns across six countries, ads with scores like this deliver strong ROI 84% of the time. In fact, the testing partner — with decades of experience evaluating thousands of ads — called this “one of the best ads tested in the US in the last five years.”
Paid Media
I collaborated with the Growth team to optimize copy towards concepts that drove highest CTR and lower CAC.
Output included a/b testing ads on Meta, Google search, demand gen and PMax, programmatic display (LiveIntent), direct mail, Tiktok, YouTube, and CTV. I also developed concepts for influencer and podcast briefing documents and created scripts.
Enter the Nomiverse
Lifecycle + Retention
I increased customer retention and fostered brand loyalty through copy and content for refreshed onboarding and abandon cart flows, member-only giveaways and offers, surprise and delight gifts, and personalized sympathy cards.
Email open rates improved by 15%, CTR by 44%, retention by 8%, and conversion rates by 20% through data-informed subject lines, segmentation strategies, and persuasive, conversion-oriented copy. I developed and A/B tested lead generation popups, resulting in a 49% increase in conversion rates.
Packaging + Retail
I supported a successful retail expansion and omnichannel transition by creating original product names and developing cohesive brand messaging and packaging for six new SKUs, along with refreshed delivery boxes, welcome booklets, and in-box inserts.
With the efforts put into co-marketing, brand building and new packaging structures, we outpaced the PetSmart Fresh category at +16% in vs their category at +10%. We were also one of the very few brands who created a Dropship business for them, with customized boxes, inserts, and materials to extend the Nom Nom brand experience.
Product Guide for Veterinarians
I developed Nom Nom’s very first digital guide to educate veterinary professionals on our line of products, their nutritional specifications and their benefits, to raise awareness and increase the likelihood of recommending Nom Nom to their patients. I also created a similar template with high-level messaging for the fresh food debut of our parent company, Royal Canin.
The Dog Parent Dispatch Blog
I owned the blog for Nom Nom, producing original articles featuring expert sources in the health and nutrition space. They saw a 36% increase quarter over quarter in organic sessions, and a +147% increase in conversions from AI-assisted and SEO-optimized content.
