NEW YORK, NY – Accompany Creative, the leading creative agency known for mission-led brand storytelling and Ad Age’s 2024 Purpose-Led Small Agency of the Year, has created the new campaign for Native Pet, the pet supplement company founded in 2017 by St. Louis-based entrepreneurs Dan Schaefer and Pat Barron. Supported by lead investor CAVU Consumer Partners, Native Pet creates limited-ingredient, all-natural supplements for dogs, focusing on clean, efficacious products; without additives or fillers.
CAVU Consumer Partners is the pioneering investment firm known for their disruptive value-add model and breakthrough brand portfolio that includes Poppi, The Farmers’ Dog, Oatly, Vital Proteins, Beyond Meat, hims & hers, Once Upon A Farm, Bai, Waterloo, and OSEA.
By utilizing straightforward messaging, relatable content, and emphasizing the significance of quality ingredients, Native Pet has positioned itself as a preferred option for health-minded pet owners seeking products that reflect their values. This positioning not only builds consumer trust but also fosters strong brand loyalty in a competitive market, where pet owners are increasingly seeking transparent, sustainable, and health-focused brands. The brand’s new ad campaign with Accompany aims to get this message across with an upbeat, emotional hook.
“Our team is excited to bring a fresh perspective to the pet supplement category with our newest campaign,” comments Ashley Smith, VP of Brand Marketing at Native Pet. “Our distinctive brand identity is essential in connecting with today’s consumers and breaking through the noise in a crowded category. Our challenge heading into this campaign is twofold: educate consumers about the benefits of supplementing & customizing their dogs’ diets, while differentiating Native Pet through a relatable, modern pet parent lens.”
“Most pet supplement brands’ advertising focuses on clinical messaging, ” Jason Keehn, founder of Accompany, says. “Native Pet’s campaign takes a fundamentally different approach that celebrates the rambunctious, joyful, and authentic magic of dogs that we all know and love. We’re leveraging that emotional power to make the simple proposition that supplements benefit dogs by letting them live their best lives. It’s a less rational and more emotional approach based on the brand’s insight, ‘We take supplements to feel our best, so why shouldn’t they?’”
User-Generated Content Creates Emotion:
The “Let Dogs Be Dogs” campaign aims to introduce pet supplements as an essential aspect of pet care and highlight their importance in a dog’s lifelong health. Many pet parents nationwide are still unaware that pet supplements exist or do not understand their role in supporting pets’ well-being.
The campaign combines professionally produced product/lifestyle footage with crowd-sourced, user-generated content and creates an emotional connection with pet parents by showcasing authentic, unscripted moments of canine joie de vivre. The creative positions Native Pet supplements not as a clinical intervention but as basic acts of love and care that lead to feel-good living.
Working With Cavu:
CAVU Consumer Partners, the investment firm known for supporting transformative, mission-driven brands, is aligned with Accompany’s mission to support brands for a better (in this case, a healthier) world and play a meaningful role in consumers’ lives.
“We admire CAVU’s position as a pivotal force in the industry, given their innovative approach to category-disrupting, mission-driven brands in the better-for-you consumer space,” Keehn says.
Keehn adds that the pet supplements category represents a fascinating new market dynamic, with numerous brands competing for limited consumer awareness. Native Pet stands out due to its distinctive packaging, strong wholesale presence, and distribution in world-recognized stores.
“When CAVU invested in Native Pet, we believed there was an opportunity to disrupt the sleepy pet nutrition category by creating a breakthrough brand identity that blends unmatched product credibility with powerful storytelling to drive an emotional connection with modern pet parents,” said Stevie Clements, CMO at CAVU Consumer Partners. “This campaign taps into the very essence of the Native Pet brand — the over-the-top, always entertaining, unconditional love that makes you want to do all you can to give your fur baby the happiest, healthiest life possible. We’re so proud of this work and can’t wait to share it with all the pet lovers out there!”
