Writing Samples

The Brand on a Page

Brand Positioning: Nom Nom is the world’s most exciting dog food.

Central Need: Dog parents don’t want their pup’s food (and lives) to be boring.

Value Proposition: Floor-licking delicious food that adds delight to your dog’s day.

Leading RTB’s: An enticing mix of savory smells, tantalizing textures and vibrant ingredients.

A varied diet that keeps things endlessly interesting.

The total package of functional health and emotional well-being.

Voice Characteristics

Witty, Not Punny

Dogs are so much more than “cute.”

Do: Make discriminate use of wordplay in a way that is relevant to our audience. Even if they don’t recognize the core reference, they should still recognize the sentiment.

ex: Floor-Licking Delicious Dog Food

Don’t: Say stuff like “pawsome,” or use cutesy dog puns. This is low-hanging fruit. We should be fun, but not silly. We are a smart brand aimed at a conscious consumer.

ex. Paw-sitively Delicious Dog Food

Voice + Tone in Practice

Copy Across Channels

Palatability and Variety

CX: Our meals are designed to preserve vital nutrients and palatability.

3rd Party: Juicy chunks of meat. Vibrant veggies. Tantalizing textures. THIS is dog food.

Campaigns: Dog food as stimulating as a squirrel party.

The Human-Dog Connection

Website: Got a super picky pup that turns their nose up at their dinner? That kind of behavior turns us all into concerned grandmothers. We want our dog to EAT. When a dog adores their food you SEE it, both on their face and in their empty bowl. And it makes the grandmother in us indescribably happy.

Social: It’s a Parenting Style.

Campaigns: It’s Dote-on-Your-Dog Food.

link out to PDF

Taglines

Dog Food for Dog Foodies

Say Bye to Boring Dog Food

Dog’s Fresh Friend

It’s Dote-on-Your-Dog Food

Fresh Nutrition For Dogs

Headlines

Unleash the Feast

For Dogs With Great Taste

It’s A Parenting Style

Feed Their Mind

The Way To Your Dog’s Heart

Nom Nom: It’s Dogspeak for Delicious

We’re Teaching Dog Food New Tricks

Add Delight to Your Dog’s Day

Campaign Headlines

Break Out The Good Bowls

Special Occasion Meals, Every Day

For Dogs Who Order Dinner Well Done

For “More is More” Dogs

A Buffet in Their Bowl

RTB’s

Enticing Taste. Enriching Variety. Energizing Nutrition. Excited Dogs.

A Guide to Exercising Your Dog’s Mind

Mental exercise is key to a dog’s overall health and happiness. It prevents boredom, improves cognitive function, and creates an opportunity to bond with their favorite people. Dogs are social animals after all, with a particular penchant for solving problems —such as making up for an unacceptable lack of treats.

WHY DOGS REQUIRE MENTAL STIMULATION

Dogs thrive on routine, love learning new things, and enjoy challenges that engage their senses, which makes mental stimulation a vital component of their holistic care. 

Preventing Boredom

Just like humans, dogs can experience boredom due to a lack of variety and stimulation. Think about the various ways you react when YOU'RE not properly engaged...it can easily lead to anything from depression and anxiety to manic behaviors. Which may or may not include chewing holes in the couch. 

Mental Health

Engaging a dog's mind keeps them mentally sharp and alert. They're often calmer, more content, and less prone to anxiety or stress-related behaviors (see above). 

Curbing Desctructive Behavior

Providing mental stimulation helps redirect a dog's energy towards constructive activities, rather than destructive ones (again, above). 

Physical Health

Many mental stimulation activities, such as agility training or interactive play, also provide physical exercise, which is crucial for a dog's physical health and fitness.

Bonding and Communication

Training sessions, interactive games, and problem-solving activities provide opportunities for communication, cooperation, and positive reinforcement, deepening the relationship between you and your dog.

Cognitive Function

Dogs can experience cognitive decline as they age. Mental stimulation throughout their lives can help maintain healthy brain activity and delay the onset of cognitive dysfunction syndrome (similar to Alzheimer's disease in humans).

KEY PRINCIPLES OF MENTAL STIMULATION FOR DOGS

Keep these four fundamentals in mind when introducing enrichment activities for your pup.

Variety

Introduce a range of activities to prevent monotony and keep your dog interested.

Positive Reinforcement

Use treats, praise, and play to reward desired behaviors, and make learning enjoyable for your dog.

Patience

Every dog learns at their own pace. Be patient and encouraging throughout the training process.

Consistency

Create positive habits by using routines to reinforce learning and behavior. 

ACTIVITIES TO WORK OUT YOUR DOG'S MIND

From fun backyard games to regimented training, there are all sorts of ways to keep your pup engaged. 

Puzzle Toys

Interactive puzzle toys challenge your dog's problem-solving skills. Treats are hidden inside (sometimes locked) compartments, that your dog must figure out how to access. 

Brain Games

Create your own brain teasers by hiding treats under cups or blankets and encouraging your dog to find them. You can also teach your dog to differentiate between toys or objects based on verbal cues.

Interactive Play

Engage your dog in games like fetch, tug-of-war, or hide-and-seek, to provide physical and mental exercise and cement your parent-pup bond. 

Playdates & Socializaiton

Just like with human kids, socialization and interaction is an absolute must for a mentally and emotionally balanced dog. 

Obedience / Behavioral Training

In addition to basic commands such as sit, stay, and come, you can raise the stakes by incorporating distractions or teaching more advanced tricks.

Scent Work

Dogs have an incredible sense of smell, making scent-based activities highly stimulating. Hide treats or toys around the house or yard and encourage your dog to find them using their nose.

Agility Courses

Set up a mini agility course in your backyard using cones, tunnels, and hurdles. Guide your dog through the course, rewarding them for completing each obstacle.

Daily Walks in New Environment

We're not just talking about that same-old jaunt around the block. Taking your dog for walks in different environments exposes them to new sights, sounds, and smells. 

INCORPORATING MENTAL STIMULATION INTO YOUR DOG'S DAILY ROUTINE

By strategically integrating mental stimulation into various junctures of your dog's daily routine, you can ensure they remain fulfilled, content, and cognitively enriched throughout the day.

Morning

Greet the day with short training sessions or a game of fetch to kickstart their cognitive functions and ready your dog for the day ahead.

Midday

Once your dog's physical energy levels have dipped, it's a great time to introduce puzzle toys or interactive feeders that challenge their problem-solving skills while providing entertainment and mental engagement.

Evening

Go for a leisurely walk in a new environment, or tap into your dog's natural instincts by introducing scent work activities before winding down for the night.

Transition Periods

Incorporating mental stimulation during transition periods, such as before mealtime or when you leave the house, can help alleviate boredom and separation anxiety. 

So when taking care of your dog's whole-body health, from embarking on daily hikes to feeding them top-quality, nutritionally-balanced food, don't forget to exercise their mind. Your pup (and couch) will thank you for it.