Rachael Ray Nutrish - Relaunch Campaign

Pet food advertising has a sameness problem. Clinical buzzwords, beige kibble close-ups, a lot of talk about macro-nutrients and very little about why anyone actually has a dog.

As we looked to relaunch Rachael Ray's Nutrish, we wanted to capture the same magic that made Rachael a household name and turned Nutrish into one of the fastest growing dog food brands, ever.

To capture that magic, we relaunched the brand with someone who already lived its ethos: recipe creator Jenn Lueke, @jenneatsgoood. Jen built her following on the same premise Rachael Ray started with fifteen years ago: real food, made with care, no fuss about it. The national Home Chef-Inspired Bowls campaign put Jenn on camera with her own dogs, Cashew and Copley, across multiple channels. Powered by the ongoing trend around custom bowl-building recipes, our campaign centered around the insight that mealtime is the moment where pet owners and pets truly connect, and how do we know it? The look.