If pets are family, why do we feed them food we wouldn't accept for ourselves?

Edgard & Cooper was built on the simple belief that pets deserve real food. We turned that into a brand platform that challenged industry conventions and inspired a powerful new generation of pet parents.

Challenge: Pet parents were being told they were giving their pets the very best, but they were being misled with poor ingredients and false claims. We needed to help this friendly pet food brand to get brave, and shout out about their convictions.

Solution: It all began with some serious pet passion and the cultural insight that people increasingly see pets as family members.

We combined this with a scientific insight from Edgard & Cooper’s in-house pet nutrition experts, who showed us how heavily processed meat meal — the main ingredient in much of the pet food industry — can contribute to nutritional deficiencies, digestive issues, allergies and other health problems in dogs and cats.



Together, these insights allowed us to create a new positioning: Feed them real food. 

From there, we created a clear enemy — the outdated practices of the pet food industry. We then codified the brand’s belief system through the Good Parenting Commandments, a set of principles for what it means to care for pets as family.



Our job was to translate complex nutritional insights into accessible messaging that challenged industry conventions and gave pet parents a new standard to aspire to. We brought the benefits of real food to life in tangible ways, from shinier coats and happier stomachs to healthier, more fulfilling lives for pets.



This belief informed everything from packaging and campaigns to tone of voice, customer communications and community building, helping turn Edgard & Cooper into a confident challenger brand with a clear point of view.

The shift:
From: Pets are animals we feed.
To: Pets are family members we care for, and they deserve to be treated that way.

Created in-house as Creative Director, Copy partnering with Creative Director, Design.