We partnered with the Real Pet Food Company to build an innovative brand to lead the humanization of pet food from the farm-ground up. We created the website and started conversations in social, supported trade and shopper, made a splash in PR, talked to our consumers and their owners and built a path to purchase approach. We then went ATL with further support in trade with a film to communicate our idea – from farm to Farmers Market to bowl and path to purchase support in grocery which we then supported with brand activations (which featured the coolest star and POS ever - a 1942 Fargo Ute that we bought and refurbished) before extending the idea into new channels like Doggie Dining.