The Challenge

In 2011, Freshpet had a problem most startups dream of—and dread.

The product worked. Sales were growing. The brand had placement in 7,000 stores and $25M in revenue. But in a $22 billion industry dominated by shelf-stable giants, Freshpet was still a curiosity, not a contender.

The risk was real: Without a decisive shift, "fresh" could remain a niche fad—easily overshadowed by legacy brands with bigger budgets and broader distribution. What had been built could be wasted.

Pet parents wanted better food for their animals. Retailers weren't sure if refrigeration was worth the hassle. And Freshpet needed to prove that fresh pet food wasn't just different—it was the future.

The Belief

Fresh food isn't a novelty. It's the natural evolution of pet care.

Pet parents were already choosing fresher, less processed food for themselves. They wanted the same for their pets—not out of obligation, but out of love. The emotional pull was as powerful as the functional benefit.

And retailers? They needed to see the fridge not as a liability, but as an asset—a traffic driver, a margin builder, a way to energize a stale category.

The opportunity: Make fresh feel essential, not optional.

The Strategy

Every lever pulled in the same direction:

The Fridge as Icon
More than cold storage—a glowing, branded presence that signaled something new and premium. A billboard in the aisle that made fresh impossible to miss.

Mainstream Retail First
No slow build through specialty stores. Freshpet went straight to where everyday pet parents shopped: Walmart, Kroger, Petco, Target, Whole Foods. If fresh was the future, it had to be accessible everywhere.

Consumer Truth at the Core
Messaging evolved from "we're different" to "your pet is thriving." Stories of shinier coats, better health, longer lives. Proof that made pet parents feel like better caregivers.

Alignment Across the Business
Brand, sales, product, innovation—all built around one mission: prove fresh belongs in the mainstream.