Stella & Chewy’s Unveils National Ad Campaign “All You Need Is Raw”

Stella & Chewy’s, a category leader in the raw pet food space, is launching the brand’s first-ever national ad campaign, “All You Need Is Raw.” The campaign also marks the launch of a new tagline for the brand, “All You Need is Raw,” which embodies Stella & Chewy’s belief that raw is all pets are and raw is all they need.

“The raw pet food space continues to rapidly expand as more pet parents strive to feed their pets as they would themselves – with real and less processed foods,” said David Campbell, CMO of Stella & Chewy’s. “With this new campaign, we aim to raise awareness of the Stella & Chewy’s brand and portfolio, which offers a range of dog and cat food products to meet varying pet parent needs.”

The omni-channel campaign, led by Chicago-based creative agency Highdive Advertising and directed by Ian Kibbey and Corey Creasey of Terri Timely, consists of multiple :15 and :30 second spots and will include cable TV, connective TV/Video, audio, social media, experiential, custom content, mobile rich media and influencer relations.

“We’re so excited for this partnership with Stella & Chewy’s,” said Mark Gross, CCO and co-founder of Highdive Advertising. “As many of us at Highdive are pet parents or lovers ourselves, we appreciate Stella & Chewy’s commitment to providing pets with healthier, less processed foods. For their first-ever national brand campaign, we knew we had to go bold and candid with these spots to show exactly how raw pets can be — and why we simply love them for it. We thoroughly enjoyed collaborating with the Stella & Chewy’s team to bring this campaign to life and can’t wait for what’s to come.”

The paid media strategy, developed and implemented by the award-winning Exverus Media, employs advanced data and analytics to measure brand awareness, sales performance and online conversions of each media element. The holistic media strategy and approach was designed to rapidly grow household penetration and bring new consumers into Stella & Chewy’s family of growing products of raw dog and cat food and treats.

“Our consumer insight is that pet parents want shared experiences with their pets. So the media placements had to support ‘co-viewing’ opportunities: think Animal Planet and Bravo, pet music playlists on Spotify and pet Reddit communities,” said Tasha Day, VP of Media at Exverus Media.

To learn more about Stella & Chewy’s range of premium raw and natural pet food for dogs and cats, visit All You Need is Raw.