Description
As the creative AOR for a pet food manufacturer, Periscope and its Favorite Child design practice are launching the company’s very first line of specialty freeze-dried raw dog food, Heckova!
Periscope and Favorite Child were tasked with bringing the brand to life, spanning strategy, brand positioning, logo design, and beyond. Embracing the popularity of “heck” in doggo meme lingo, the team ingeniously devised a brand identity, complete with an exclamation point, that captures the authentic enthusiasm of dogs and the playfully premium nature of the product.
Heckova! product packaging and the website, also both designed by the Periscope/Favorite Child team, combine educational content about the clean-ingredient goodness of the freeze-dried raw food with fun features like a header image that lets you toss a treat to a heck of a good dog.
Embracing the popularity of “heck” in doggo meme lingo, the team invented a brand name, complete with exclamation point, that captures the authentic enthusiasm of dogs and the playfully premium nature of the product.
Heckova! product packaging and the website, also both designed by the Periscope and Favorite Child team, combine educational content about the clean-ingredient goodness of the freeze-dried raw food with fun features like a header image that lets you toss a treat to a heck of a good dog.
The Target.com launch video celebrates real dogs living their best doggy lives. Guided by the theme of “Every dog is a heck of a dog,” we invited real people to share photos and videos of the dogs they love, which generated a huge response. Not every dog made the final cut, but all were thanked with tasty bags of Heckova!
Heckova! will be available on Target.com beginning March 3, 2024, and will also offer several new SKUs, introducing additional flavors like “Bow Wow Beef” to the original “Chop Lickin’ Chicken” chicken treat/topper/mixer that launched in June 2023
This professional campaign titled 'Freeze-dried raw dog food' was published in United States in March, 2024. It was created for the brand: Heckova, by ad agencies: Favorite Child and Periscope. This Integrated medium campaign is related to the Pets industry and contains 1 media asset. It was submitted about 2 months ago.
Credits
Strategy:
Meredith Engelen, Strategy Director
Libby Kapsner, Associate Strategy Director
Mike Shirdan, Social Strategist
Account:
Kristina Donner, Account Supervisor
Katie Kelly-Landberg, VP, Account Management
Tricia Warren, Group Account Director
Creative:
Noor Alomran, Editor
Whitney Desens, Senior Designer
Dustin Joyce, Group Creative Director
Linda Lincoln, Associate Creative Director
Veronica Padilla, Head of Design
Nick Paulson, Senior Copywriter
Alaina Peterson, Associate Creative Director
Erin Rose Slechta, Digital Designer
Production:
Ted Ekanitphong, Associate Content Producer
Beth Martychenko, Senior Producer
Giovanni Moreno, Premedia Production Artist
Christine Notermann, Senior Premedia Production Artist
Tanner Thompson, Premedia Production Artist
Project Management:
Anna Fasoldt, Project Manager
Christina Forbes, Project Manager
Tasha Laudenbach, Project Manager
Jack Lunt, Project Management Supervisor
Allison Targonski, Associate Project Manager
