Media Edge: Freshpet continues promoting its recently-launched product with new campaign
Media Sales Lead: Freshpet recently debuted a campaign consisting of two new spots. Made by Terri & Sandy, “It’s Not Dog Food, it’s Food Food” shows pet parents defending their decision to store their pets' food in the fridge. This is Freshpet's latest effort to bolster awareness of its refrigerated dog food products. Per CEO Billy Cyr, over the coming year, the company will increase media spend by 35%, with 60% of the spend planned to be allocated in H1.
Freshpet is also focused on retail distribution expansion. By EOY 2023, the company expects this to involve around 1.2k net new stores, 3k second and third fringe addition, and fridge upgrades in around 1k stores.
Key Lead Takeaways: Since spend is increasing, now is the time to reach out to secure ad dollars.
Target Demographics: A wide target demographic ranging from Gen-Z through Gen-X pet parents; potential retail distribution partners
Key Spend Notes:
- Spend shift summary: Get in touch soon to secure some of these increasing dollars; as you can tell by the data below, national TV and digital spend have already spiked this year.
- Planning period: Q3
- Buying period: Q2
National Broadcast Analysis & Spend Breakdown:
*Note that iSpot categorizes Freshpet under Food & Beverage: Pets*
- 2023 YTD Spend: $22.9m
- STP 2022 Spend: $17.8m
- 2022 FY Spend: $36.1m
- 2021 FY Spend: $27.8m
- 2020 FY Spend: $18.9m
YTD YOY Spend Increase: 29%
Ad Flight Breakdown (by spend): So far this year, Freshpet has aired six spots: "Return the Favor," "In Disguise," "Cancelled Date Night," "Awakening," "In-Laws," and "Awakening: Little Fella."
Top Daypart (by impressions): Primetime (1.1b), Day Time (557.5m), Early Fringe (366.3m), Overnight (311.2m), and Early Morning (302.8m)
Top Networks (by spend): NBC, ABC, CBS, FOX, and US Network
Top Shows (by spend): NFL Football, ABC World News Tonight With David Muir, The Voice, Law & Order: Special Victims Unit, and NBC Nightly News With Lester Holt.
Top Industry/Vertical Spenders (YTD, by spend): The Farmer's Dog (26.9%), Blue Buffalo (25.6%), Freshpet (14.8%), Temptations Cat Treats (3%), and Hill's Pet Nutrition (2.8%)
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Freshpet under Pets*
- 2023 YTD Spend: $730.7k
- STP 2022 Spend: $383.1k
- 2022 FY Spend: $743.1k
- 2021 FY Spend: $1.1m
- 2020 FY Spend: $1.5m
YTD YOY Spend Increase: 91%
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $210.7k
- Q1 2023 Spend: $526k
- Q1 2022 Spend: $243.6k
- Q2 2022 Spend: $292.9k
- Q3 2022 Spend: $146.8k
- Q4 2022 Spend: $66k
YTD Impressions: 87.7m
Top Ad Types: Facebook (44%), Instagram (38%), and YouTube (28%)
Top Purchase Channels: Direct (100%)
Top Publishers: Facebook (44%), Instagram (38%), and YouTube (28%)
Top Industry/Vertical Spenders (YTD, by spend): Chewy, Petco, PetSmart, Purina PetCare, Hill's Pet Nutrition, Whisker, and Mars Petcare
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Local broadcast, digital, OOH, Google Ads, TikTok, and online video (via Youtube.com) ads
Top Sponsored Podcasts: Stuff You Should Know, Anatomy of Murder, True Crime Garage, The Deck, and Stuff You Missed in History Class
DRTV: Short-form DRTV
- Network TV coverage: $730.7k
- Likelihood of a New Campaign: Low
- Top TV network: USA
Influencers & Brand Ambassadors: Tatum Talks and Sarah Michelle Gellar
2022-2023 Key Hires:
- Meryl Fishman: Senior manager, brand (September 2022)
Current Agency Roster:
- Terri & Sandy: Creative AOR (2011)
- Cage Point: Media, digital, and social AOR
- Generator Media + Analytics: Media and social AOR
- Digital Surgeons: Digital AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.
