Chewy identified a major growth opportunity: Consumer demand for fresh, minimally processed dog food was accelerating—especially among Millennial and Gen Z pet parents. To meet that demand and expand Chewy’s dog food assortment, the business launched Get Real—a private label line of fresh dog food.

The challenge: Launch a completely new premium food brand in one of the most crowded, competitive categories in pet care—and make shoppers care fast. The work needed to drive awareness, consideration, and conversion and ultimately turn first-time buyers into high-LTV recurring customers.

Impact:

• Strong Product Adoption:Following launch in September 2025, Get Real showed strong early adoption and positive initial performance in a highly competitive premium food category

• High-Intent Customer Conversion:The 50% off first-order promotion helped drive trial among Millennial and Gen Z shoppers—supporting conversion into recurring fresh-food customers

• Scalable Content System:Built a modular video engine capable of supporting launch, optimization, and future growth without reinventing production each cycle

Platforms: Meta, Youtube Paid Ads, OTT.

Deliverables: Multiple Aspect Ratios 16×9, 9:16, 1:1, 4:3 + Cut Downs.