How Stella & Chewy's Advertises on Meta

# Ad summary The ad features a woman debunking common myths about raw feeding for dogs, specifically promoting Stella & Chewy's Freeze-Dried Raw Dinner Patties. She addresses concerns about safety, convenience, and nutritional balance, using her own dog as an example. The video includes shots of her preparing the food, her dog eating it, and interacting with the dog and a child, ending with a product shot and a call to action. # Brand positioning The brand Stella & Chewy's is positioned as a trusted and responsible pet food company that provides a safe, nutritionally balanced, and convenient raw diet option for dogs. They aim to occupy a space in the consumer's mind as a solution for pet owners who want to feed their dogs a raw diet but are hesitant due to common misconceptions. The brand aligns with values of pet health, well-being, and ease of use for pet owners. They push against the perception that raw feeding is unsafe, inconvenient, or nutritionally imbalanced, instead offering a modern, processed raw alternative. The positioning is both functional (safe, balanced, convenient) and emotional (giving your dog the "healthiest, most natural diet possible," promoting dog's well-being). # Product The product is Stella & Chewy's Freeze-Dried Raw Dinner Patties, specifically the "Super Beef" flavor, which contains 95% beef, organ, & bone. It's a freeze-dried raw dog food designed to be a safe, nutritionally balanced, and convenient alternative to traditional raw diets. It works by being rehydrated or served dry. The product is for dog owners who are considering a raw diet but are skeptical about its safety, convenience, or nutritional completeness. Key features mentioned include: freeze-dried raw, made using high-pressure processing (HPP) to neutralize pathogens, formulated to meet AAFCO standards for all life stages, and can be crumbled up or served whole. USPs include safety (due to HPP), convenience (easy preparation), and nutritional completeness (AAFCO standards). The ad shows the product being served in a bowl, being eaten by the dog, and being handled by the owner. It addresses purchase barriers by explaining how the HPP process ensures safety and how easy it is to prepare. # Visual style The ad features a hybrid visual style, blending polished UGC with some commercial graphic elements. The editing rhythm is quick and dynamic, with frequent cuts (average 1-2 seconds per shot), maintaining high engagement. Editing style: Features quick cuts, jump cuts between talking head and action shots, and some smooth transitions (like the split-screen effect). Production quality: Leans towards a polished UGC feel, utilizing natural lighting in home and outdoor settings, but with clear audio and crisp video quality. The talking-head segments are well-lit, and the product shots are clear. The use of text overlays and a final graphic slide gives it a slightly more commercial touch than raw UGC. Visual motifs: A recurring motif is the dog eating or interacting positively with the food, emphasizing palatability and enjoyment. The split-screen format is also used as a motif to combine the speaker's narrative with visual proof or emotional context. Pacing: Fast-paced throughout, with many cuts per minute to keep the viewer engaged. The pace remains consistent, creating a continuous flow of information and visuals. Audio-visual sync: Cuts, text overlays, and product actions are well-synced with the voiceover lines. For example, when "MYTH #1" is spoken, the text appears, and visuals supporting or refuting the myth are shown immediately. # Hooks Spoken: Debunking the myths why feeding raw is safer than you think. Text overlay: DEBUNKING THE MYTHS / why feeding raw / is safer than you think Visual: Close-up selfie-style shot of a fair-skinned woman, likely in her 30s-40s, with long brown hair and blue eyes, smiling and speaking directly to the camera. She's wearing a light gray v-neck top. The background is a blurry indoor setting, likely a home, with a white wall and a hint of a staircase railing. Camera is handheld, slightly shaky. / Close-up, slightly low-angle shot of a brindle-patterned dog with white markings on its chest and snout. A fair-skinned hand offers a round, light brown, freeze-dried patty to the dog, which takes it gently. The setting is a kitchen with gray cabinets and a white countertop. Camera is handheld. / Medium shot from a slightly elevated angle of the woman (as described above), kneeling on green grass, petting the dog. Beside her, a young fair-skinned child with blonde hair (wearing a blue and green patterned swimsuit/dress) also kneels, holding a blue cloth near the dog. The background is a grassy lawn with trees and a wooden fence. Camera appears tripod-mounted or steady handheld. / Medium close-up, chest-up shot of the woman from the first scene, in the same setting, speaking directly to the camera with a confident expression. The camera is steady handheld. # Funnel stage Middle of funnel # Pain points Fear about raw feeding safety: "One of the biggest myths about raw feeding is that it's unsafe due to bacteria." (00:16-00:21) Perception of raw feeding as time-consuming and inconvenient: "Another misconception is that raw feeding is time-consuming and inconvenient." (00:28-00:34) Concern about nutritional imbalance in raw diets: "Some people believe that raw diets are nutritionally imbalanced." (00:41-00:46) # Value propositions - Safer than you think (Addresses fear of raw food safety through HPP) - Not alone! (Empathy, community for skeptical raw feeders) - Safe for your pet (Safety from pathogens through HPP) - It is that easy! (Convenience of preparation) - Formulated to meet all the AAFCO standards for all life stages (Nutritional completeness and balance) - Ensuring that your dog receives all the balanced nutrition that they need to thrive! (Supports overall health and well-being) - Healthiest, most natural diet possible (Optimal health outcome) - Safe, nutritionally balanced, and convenient option that you and your dog are gonna love! (Comprehensive value summary) # Benefits - Safer than you think - Safe for your pet - Easy - Balanced nutrition - Need to thrive - Healthiest, most natural diet possible # Features - Freeze-dried raw - 95% Beef, Organ & Bone - Made using high pressure processing - Neutralizes pathogens - Formulated to meet all the AAFCO standards - For all life stages - Can crumble them up or serve them whole # Call to action 01:13-01:15: "Try Stella & Chewy's Freeze-Dried Raw Dinner Patties today and see the difference for yourself." (Spoken) 01:15-01:19: "SHOP NOW" (Button on final graphic) # Social proof - "I used to feel the same way too" – Female 1 (Creator/Customer) - "That was until I found Stella & Chewy's Freeze-Dried Raw Dinner Patties" – Female 1 (Creator/Customer) - "You and your dog are gonna love!" – Female 1 (Creator/Customer) - "See the difference for yourself" – Female 1 (Creator/Customer) # Point of view - Customer 100% – The ad is delivered by an individual sharing her personal experience and recommendations as a dog owner, using first-person language and demonstrating the product's use within her home and family life. # Storyline - 00:00–00:01 A woman speaks directly to the camera, announcing she's "debunking the myths" about raw feeding. This sets an educational and authoritative tone, inviting viewers to learn about a potentially controversial topic from an informed perspective. - 00:01–00:03 Quick cuts show the dog being hand-fed a patty, then the dog and woman with a child in a grassy yard, then the woman preparing the food in the kitchen. Text overlays question the safety of raw feeding, conveying the initial skepticism many owners might feel. This immediately dives into the core problem and hints at the solution. - 00:03–00:05 The woman explains the intent of the ad: "why feeding raw is safer than you think." This directly addresses the central pain point of fear or misinformation regarding raw diets. She uses a confident and reassuring tone, signaling she will provide clarity. - 00:05–00:07 The woman continues, speaking to skeptical owners, "If you're considering a raw diet for your dog but feeling skeptical, you're not alone!" This establishes empathy and relatability, positioning her as someone who understands the audience's concerns. - 00:07–00:08 The woman reiterates, "you're not alone!" further building rapport and creating a shared experience with the viewer. - 00:08–00:11 The woman admits, "I used to feel the same way too," while the screen splits to show the dog looking somewhat sad or confused. She attributes her past skepticism to "some misconceptions." This strengthens her credibility as a peer who has overcome the same hurdles, and the dog's expression visually reinforces the idea of something being "wrong" or "unclear" before the solution. - 00:11–00:13 The woman reveals the solution: "That was until I found Stella & Chewy's." A full product shot of the bag and patties appears. This is the turning point, introducing the brand as the answer to the misconceptions. - 00:13–00:16 The dog sniffs the bag, and the woman holds up a patty. She names the full product: "Stella & Chewy's Freeze-Dried Raw Dinner Patties." This provides a clear product identification and shows the dog's interest, hinting at palatability. - 00:16–00:21 The woman introduces "MYTH #1" (unsafe due to bacteria) while the dog eats the raw food, and then rests, looking somewhat tired. This directly confronts a major fear, immediately demonstrating the product's safety through the dog's confident consumption. The subsequent dog resting shot contrasts with the fear of illness, suggesting well-being. - 00:21–00:28 The woman explains HPP (High Pressure Processing) as the safety mechanism, showing her pouring patties into a bowl, holding a patty, and the dog eating. She concludes, "making the food safe for your pet." This provides a functional benefit and reassurance, directly countering Myth #1. The visual of simple preparation reinforces ease. - 00:28–00:32 The woman introduces "MYTH #2" (time-consuming and inconvenient) while the dog is shown relaxing on a bed and then waiting by its bowl. This addresses another common barrier to raw feeding, visually highlighting the dog's calm expectation, which contrasts with the idea of inconvenience. - 00:32–00:36 The woman refutes Myth #2: "But with these patties that couldn't be further from the truth." The dog eats the food off the floor. This directly asserts the product's convenience, with the dog eating readily. - 00:36–00:41 The woman demonstrates the ease of preparation: "You can simply crumble them up or serve them whole. It is that easy!" She crumbles patties and then has the dog "shake" for a whole patty. This directly illustrates the convenience, proving the claim through visual demonstration and interaction with the dog. - 00:41–00:45 The woman introduces "MYTH #3" (nutritionally imbalanced) while the dog is shown scratching, then its nose and mouth are close-up. She exclaims, "So wrong!" This tackles another critical concern for pet owners, setting up a strong rebuttal with visual emphasis on the dog's health or potential issues. - 00:45–00:52 The woman states the patties are "formulated to meet all the AAFCO standards for all life stages." The dog licks its lips and then rests, looking content. This provides expert validation for nutritional completeness, directly countering Myth #3 and reassuring the viewer about the product's quality. - 00:52–00:54 The woman and child interact with the dog outdoors. She explains the product "ensuring that your dog receives all the balanced nutrition that they need to thrive!" This connects the product's benefits to the dog's overall health and happiness, reinforcing a positive emotional outcome. - 00:54–00:58 The woman walks the dog in a natural setting, then the dog runs across a lawn. This visualizes the "thrive" aspect, showing a healthy, active dog enjoying life. - 00:58–01:00 The woman appears on screen again, encouraging viewers, "Don't let misconceptions hold you back from giving your dog the healthiest, most natural diet possible." This is a strong call to action and a summary of the ad's main message, empowering the viewer to choose the product. - 01:00–01:03 The dog interacts affectionately with the woman, then stands beside the product bag in a field. The text reinforces "healthiest, most natural diet possible." This emotionally reinforces the bond between owner and pet, linking the product to a better quality of life for the dog. - 01:03–01:13 The woman holds the product bag and highlights key benefits: "Stella & Chewy's Freeze-Dried Raw Dinner Patties offer a safe, nutritionally balanced, and convenient option that you and your dog are gonna love!" This is a concise summary of the product's value proposition, directly addressing the debunked myths and showing owner and dog satisfaction. - 01:13–01:15 The woman encourages viewers to "Try Stella & Chewy's Freeze-Dried Raw Dinner Patties today and see the difference for yourself." This is a clear, direct call to action, promoting trial. - 01:15–01:19 A final product shot with branding, stars, and "SHOP NOW." This serves as the ultimate call to action, providing a clear visual cue for conversion.

# Ad summary This ad promotes Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer as a solution for picky-eating dogs. The ad features a man who shares his experience of struggling with his dogs' picky eating habits until he discovered this product. He highlights that the meal mixer can be used as a topper for regular meals or served as treats. He also emphasizes that it is made with real beef, organic fruits, and is packed with 95% meat, organ, and bone. # Brand positioning Stella & Chewy's is presented as a premium pet food brand that prioritizes high-quality, natural ingredients for optimal pet health. The brand aims to occupy the space of providing nutritious and palatable options for pets, particularly those with dietary sensitivities or picky eating habits. The brand aligns with values of pet wellness and responsible pet ownership, promoting a lifestyle where pets are given the best possible care through diet. Stella & Chewy's pushes against the norm of heavily processed pet foods by emphasizing raw, freeze-dried ingredients. The brand positioning is both functional, focusing on the nutritional benefits and ingredient quality, and emotional, appealing to pet owners' desire to provide the best for their companions. # Product Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer is a dog food product designed to be added to regular meals or served as treats. It is marketed towards dog owners who struggle with picky eaters or want to supplement their dogs' diets with nutrient-rich ingredients. The product is made with real beef, organic fruits like spinach, beets, and pumpkin, and is packed with 95% meat, organ, and bone. It can be used as a topper for regular meals or served as treats. The ad addresses the purchase barrier of picky eating by showcasing how much the dogs enjoy the meal mixer. # Visual style The ad has a UGC feel, with a mix of selfie-style shots and product demonstrations. The editing style includes quick cuts and jump cuts, creating a fast-paced rhythm. The production quality is a hybrid of polished commercial and user-generated content, which supports the intended tone of authenticity and relatability. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:03 Male 1: I used to struggle with my dogs as picky eating, until I found this product. Text overlay: 00:00–00:01 struggle with / 00:01–00:02 picky eating / 00:02–00:03 UNTIL I FOUND THIS PRODUCT / 00:02–00:04 ? Visual: 00:00–00:01 The shot is a close-up of a man's face, filmed in selfie style. He is indoors, with a plain wall in the background. He is wearing a black t-shirt and has a beard. The camera is stationary. / 00:01–00:02 The shot shows two pugs sniffing the floor. The background is a carpeted living room with a white storage container. The camera is at ground level and slightly shaky. / 00:02–00:03 The shot shows a hand holding a small piece of food in front of two pugs. The background is a living room with a tripod and a white storage container. The camera is at eye level and stationary. # Funnel stage Consideration # Pain points The central frustration is dealing with dogs that are picky eaters. The ad states, "I used to struggle with my dogs as picky eating." # Value propositions - Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer is a convenient way to supplement your dog's diet with high-quality ingredients. - The product is versatile and can be used as a topper for regular meals or served as treats. - The product is made with real beef, organic fruits, and is packed with 95% meat, organ, and bone, providing optimal nutrition for your dog. # Benefits - Perfect for sprinkling over regular meals as a nutrient rich topper - Can also be served as treats # Features - Freeze-dried raw beef meal mixer - Made with real beef - Made with organic fruits like spinach, beets and pumpkin - Packed with 95% meat, organ and bone # Call to action SHOP NOW # Point of view - Customer 100% – The ad is told from the perspective of a customer who is sharing his experience with the product. # Storyline - 00:00–00:01 00:00–00:01 The man introduces the problem of his dogs being picky eaters. The message is to establish a relatable pain point for dog owners. The perspective is from the man, sharing his personal struggle. The tone is casual and conversational. - 00:01–00:03 00:01–00:03 The man introduces Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer as the solution. The message is to present the product as a solution to the problem of picky eating. The perspective is from the man, sharing his discovery. The tone is enthusiastic and positive. - 00:03–00:10 00:03–00:10 The man shows the product packaging and how his dogs enjoy the meal mixer. The message is to demonstrate the product's appeal to dogs. The perspective is from the man, showcasing his dogs' positive reaction. The tone is playful and engaging. - 00:10–00:15 00:10–00:15 The man explains that the meal mixer can be used as a topper for regular meals or served as treats. The message is to highlight the product's versatility. The perspective is from the man, providing information about the product's uses. The tone is informative and helpful. - 00:15–00:25 00:15–00:25 The man highlights that the meal mixer is made with real beef, organic fruits, and is packed with 95% meat, organ, and bone. The message is to emphasize the product's high-quality ingredients. The perspective is from the man, sharing the product's key features. The tone is informative and reassuring. - 00:25–00:32 00:25–00:32 The man states that the meal mixer is one of the healthiest additions he has found for his dogs' diet and that his dogs adore them. The message is to reinforce the product's benefits and appeal. The perspective is from the man, sharing his personal experience. The tone is enthusiastic and persuasive. - 00:32–00:37 00:32–00:37 The man encourages viewers to give their dogs the nutrition they deserve with Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer. The message is to prompt viewers to purchase the product. The perspective is from the man, making a direct appeal to the audience. The tone is encouraging and persuasive.

# Ad summary This ad promotes Stella & Chewy's Magical Dinner Dust as a way to bring magic into your cat's mealtime. It features a creator filming their two cats, Milo and Neo, and describes how they add Stella & Chewy's freeze-dried raw dinner dust to the cat's wet food. # Brand positioning Stella & Chewy's is presented as a brand that offers high-quality, raw nutrition for pets, emphasizing the use of real meat, organs, and bone in their products. The brand aims to make raw feeding convenient and accessible for pet owners who want to provide their cats with a nutritious diet that supports their overall health and energy levels. The positioning is functional, focusing on the ingredients and ease of use, while also using emotional language like "magical" to appeal to pet owners who cherish their pets and want to enhance their well-being. # Product Stella & Chewy's Marie's Magical Dinner Dust is a freeze-dried raw meal topper for cats. It is made with 98% meat, organs, and bone, offering a convenient way to add raw nutrition to a cat's diet. The product comes in crave-worthy flavors that cats love, and it is designed to be an easy sprinkle-on topper. Stella & Chewy's Magical Dinner Dust is explicitly highlighted as being made with cage-free chicken, is grain-free, and gluten-free, addressing common concerns about pet food ingredients. The product aims to make raw nutrition easy to incorporate into a cat's diet to keep them happy, energized, and healthy. The product's main selling point is that it is a convenient and nutritious way to enhance the cat's meals. # Visual style The ad has a natural, casual aesthetic with a UGC feel. The video is shot in a home setting with natural lighting, which gives it an authentic and relatable vibe. The editing style consists of static shots and smooth transitions, creating a relaxed pace. The production quality is in between a polished commercial and UGC, making it feel accessible and genuine. The pacing is consistent throughout the ad at around 14 CPM. The audio syncs with the visuals, emphasizing key product features and benefits. # Hooks Spoken: 00:00–00:02 The most magical thing about Milo and Neo? Text overlay: 00:00–00:02 The most magical thing about Milo and Neo? Visual: 00:00–00:01 Close up, slightly overhead shot of two cats lying on a light gray blanket. One cat is solid black and the other is black and white. The black cat is laying over the black and white cat. The lighting is soft. The camera is stationary. Text overlay appears at the bottom of the screen. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of providing cats with raw nutrition in a convenient and appealing way. Many cat owners may struggle with the time and effort required to prepare raw meals or find it difficult to convince their cats to eat them, as implied by the product’s “crave-worthy flavors” positioning. # Value propositions - Adds raw nutrition to their diet: Meal topper made with 98% meat, organs and bone - Easy to use format: Easy sprinkle-on topper # Benefits - Crave-worthy flavors cats love - Easiest way to add raw nutrition to their diet - Keeps them happy - Keeps them energized - Add a little magic to their bowl # Features - 98% meat - 98% organs - 98% bone - Easy sprinkle-on topper # Call to action Add a little magic to their bowl. # Social proof - None used. # Point of view - Customer 100% – The entire video is from the customer's perspective, showcasing their personal experience with the product and their cats. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a close-up of two cats, Milo and Neo, resting on a bed covered with a blanket. The speaker asks what the most magical thing is about Milo and Neo, then shares that they've been best friends since the day they were born. The intention is to introduce the cats and establish a warm, affectionate tone. The audience experiences the story from the perspective of the cat's owner. - 00:02–00:04 00:02–00:04 The video shows a montage of Milo and Neo playing and interacting with each other. The speaker continues noting that the cats have been best friends since they were born. The intention is to visually reinforce the cats' bond and playful nature, continuing the warm tone from the previous moment. The audience continues to experience the story from the perspective of the cat's owner. - 00:04–00:07 00:04–00:07 As a black and white cat jumps up at a toy, the speaker shares that Milo and Neo bring so much magic into her life. The speaker shares that she wanted to bring a little bit of magic into their mealtime, creating a segue into introducing the product. This shifts the focus to how the speaker enhances the cats' lives. The audience continues to experience the story from the perspective of the cat's owner. - 00:07–00:15 00:07–00:15 The video transitions to a shot of a bag of Stella and Chewy's Magical Dinner Dust. The speaker states that she feeds her cats Stella and Chewy's Magical Dinner Dust, noting that it's made with 98% meat, organs, and bone. She shares that it's an easy sprinkle-on topper. The intention is to introduce the product and highlight its key ingredients and ease of use. The tone is informative, with a focus on the product's benefits. The audience continues to experience the story from the perspective of the cat's owner. - 00:15–00:20 00:15–00:20 The video shows the cats' meals being prepared and then the cats eating the food. The speaker shares that the food comes in crave-worthy flavors and is the easiest way to add raw nutrition to their diet. The intention is to visually demonstrate how the product is used and to emphasize its appeal to cats and its nutritional benefits. The tone is enthusiastic and positive, with a focus on the cats' enjoyment of the food. The audience continues to experience the story from the perspective of the cat's owner. - 00:20–00:24 00:20–00:24 The video shows the cats sitting on the couch and playing with a toy. The speaker states that it keeps them happy, energized, and doing what they do best, then encourages viewers to "add a little magic to their bowl." The intention is to reinforce the product's benefits and to end with a call to action. The tone is warm and playful, with a focus on the cats' well-being. The audience continues to experience the story from the perspective of the cat's owner.

# Ad summary This image ad showcases Stella & Chewy's Wild Red Raw Coated Prairie Recipe dog food. It emphasizes raw nutrition for active dogs, featuring a golden retriever in motion and a product bag. # Brand positioning Stella & Chewy's is presented as a premium dog food brand that focuses on providing raw, natural nutrition to fuel active dogs' lifestyles. The brand positions itself as catering to pet owners who prioritize high-quality ingredients and biologically appropriate diets, moving away from traditional processed pet foods. By emphasizing raw nutrition, the brand aligns with a health-conscious lifestyle, aiming to give dogs the energy and nutrients they need for their adventures. The brand does not explicitly compare itself to competitors, but implies a higher standard by focusing on 'raw' and 'ancestral' diets. # Product The featured product is Stella & Chewy's Wild Red Raw Coated Prairie Recipe dog food. It is a dry kibble coated with raw ingredients designed to provide ancestral, whole prey nutrition. The 'Prairie Recipe' suggests a formulation inspired by the natural diet of wild canines. It's grain- and legume-free, catering to dogs with sensitivities or owners seeking to avoid these ingredients. The raw coating is a key USP, promising the benefits of raw food with the convenience of kibble. This product is marketed for active dogs, as the ad states it will, 'Fuel their adventures' and is presented as complete and balanced nutrition, as shown on the product packaging. The packaging highlights a 92% digestibility claim. # Visual style The ad has a clean, natural aesthetic with a focus on showcasing an active dog in a natural environment. The production quality is high, with professional photography and attention to detail. The image treatment includes background blur to emphasize the foreground elements. The typography is clean and legible, and the overall layout is simple and easy to scan. The style aligns with a platform-native feel, suitable for in-feed placement. # Hooks Headline: Raw Nutrition That Keeps Up # Funnel stage Top of funnel (Awareness) # Pain points The ad subtly addresses the pain point that pet owners want to provide their dogs with high-quality, natural nutrition that supports an active lifestyle. This frustration is signaled by positioning the product as 'Raw Nutrition' designed to 'Keep Up' with active dogs. # Value propositions - Raw Nutrition That Keeps Up - Fuel their adventures with Stella & Chewy's # Benefits - Fuel their adventures # Features - Raw Coated - Prairie Recipe - Grain & Legume Free # Call to action None used. # Social proof - None used. # Point of view - Customer, through the language used, the ad is attempting to target pet owners who are looking for raw nutrition for their dog. - Brand, through the line 'FUEL THEIR ADVENTURES WITH STELLA & CHEWY'S' the brand is presenting a benefit and purpose to consuming the product. # Storyline - The image opens with a close-up of a golden retriever running, showing an active and healthy dog. The purpose is to visually represent the vitality and energy the brand wants to associate with its product, from the dog's perspective. - The ad introduces the product as 'Raw Nutrition That Keeps Up', highlighting the nutritional benefits and suggesting that it supports an active lifestyle. It reinforces the message that the food is designed for active dogs, from the brand's perspective. - The ad mentions fueling their adventures with Stella & Chewy's reinforcing that the product is designed to support an active lifestyle, from the brand's perspective.

# Ad summary This Stella & Chewy's ad showcases freeze-dried raw dinner patties for dogs, emphasizing real ingredients and better food to entice pet owners to enhance their dog's diet. # Brand positioning Stella & Chewy's is positioned as a provider of high-quality pet food made with real ingredients. The brand appeals to pet owners who prioritize the health and well-being of their dogs, offering freeze-dried raw food that can be added to their dog's bowl. This brand aligns with a lifestyle that values natural and nutritious options for pets, potentially pushing against category norms of highly processed commercial pet foods. The brand positioning seems to be both functional, emphasizing the quality of ingredients, and emotional, appealing to pet owners' desire to provide the best for their pets. # Product The featured product is Stella's Super Beef Dinner Patties, freeze-dried raw dog food. These patties are made with real ingredients, as highlighted in the ad's headline. The ad shows a bag of the patties and a dog bowl filled with them, suggesting they are easy to serve as a meal enhancement. The patties come in a resealable red bag. A USP of this product is that it's freeze-dried raw, indicating a focus on natural, unprocessed ingredients. The product is intended for dog owners looking to improve their pet's diet by adding nutritious, raw food to their bowls. A purchase barrier this ad addresses is palatability, as demonstrated by the dog licking its face, presumably after enjoying the product. # Visual style The ad features a clean, well-lit studio shot with a focus on product visibility and a happy-looking dog. The design incorporates a simple background color and clear typography to enhance scannability. Overall, the aesthetic is intended to convey trust, health, and quality, while the dog shot enhances palatability and enjoyment. # Hooks Headline: Real Ingredients. Better Food. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that dog owners may feel limited by heavily processed dog food and want to improve their pet's diet by incorporating more natural, high-quality ingredients, with the phrase “Real Ingredients. Better Food.”, to emphasize the product's superior quality and health benefits compared to standard options. # Value propositions - Real Ingredients. - ADD MORE TO THEIR BOWL WITH FREEZE-DRIED RAW # Benefits - Better Food # Features - freeze-dried raw # Call to action None used. # Point of view - Brand: Top caption and middle text describe the product and its benefits. # Storyline - The ad opens by declaring "Real Ingredients. Better Food," setting the stage for the product's key benefits from the brand's perspective. This is included to immediately capture attention and convey the brand's promise of high-quality nutrition. - The ad transitions to the statement "ADD MORE TO THEIR BOWL WITH FREEZE-DRIED RAW," encouraging the audience to enhance their pet's diet. This is intended to highlight the product's convenience and nutritional value from the brand's perspective, emphasizing the ease of adding raw food to a dog's meal. - The ad concludes by showcasing a dog licking its face, implying enjoyment of the product. This is included to provide social proof and visual appeal from the dog's perspective, suggesting that the product is palatable and satisfying for dogs.

# Ad summary This image ad promotes Stella & Chewy's dog food products, emphasizing the quality of ingredients and care in their freeze-dried raw recipes. The ad features a golden retriever enjoying the food, surrounded by various Stella & Chewy's product packages, reinforcing the message of feeding pets like family with nutritious options. # Brand positioning Stella & Chewy's is presented as a premium pet food brand that prioritizes high-quality, freeze-dried raw ingredients. It positions itself as a provider of carefully crafted pet nutrition, contrasting against brands that may use shortcuts or less wholesome ingredients. The brand aims to occupy the space of a caring, health-conscious choice for pet owners who want the best for their animals, aligning with values of family, health, and natural nutrition. Stella & Chewy's stands apart by focusing on raw, freeze-dried recipes made with care, emphasizing a commitment to quality and nutrition over convenience. # Product The ad features Stella & Chewy's freeze-dried raw dog food, highlighting its commitment to quality ingredients and careful preparation. The dog food is presented as a nutritious option, made with real ingredients and without shortcuts, designed to support canine health and well-being. The ad showcases multiple products, including Wild Red raw coated dog food, Meal Mixers in a Super Beef flavor, Marie’s Magic Dinner Dust, Marie’s Magic Reakfast Prinkle, and Stella’s Super Beef Shredders, each offering different textures and flavor profiles. The products are suitable for pet owners who view their dogs as family and want to provide them with high-quality, nutritious meals. The ad appeals to pet owners who may be concerned about the quality of conventional pet food and are looking for healthier alternatives. # Visual style The ad features a clean, well-lit studio shot with a focus on product presentation and a pet-friendly visual. The use of a solid background color and clear product placements creates a visually appealing and easily scannable image. # Hooks Headline: Feed Them Like family # Funnel stage Middle of funnel (Consideration) # Pain points The ad implicitly addresses the concern that pet owners may have about the quality and ingredients in conventional pet food, suggesting a frustration with "shortcuts" and a desire for more wholesome options. # Value propositions - The ad highlights that the food is freeze-dried raw and made with care, emphasizing the quality of the ingredients and the manufacturing process, which is presented as a benefit for pet owners seeking nutritious options for their pets. # Benefits - Made with care - Not shortcuts # Features - Freeze-dried raw # Call to action None used. # Social proof - None used. # Point of view - Brand: The copy at the top of the ad, "Feed Them Like family FREEZE-DRIED RAW MADE WITH CARE, NOT SHORTCUTS," represents the brand's voice, communicating its values and product benefits. # Storyline - The ad opens with the message "Feed Them Like family", immediately setting the tone and intention of the ad. The brand is communicating that pets should be fed with the same care and quality as human family members, establishing an emotional connection with pet owners and implying that their product aligns with this value. The audience is viewing the brand's intention of placing pets as important family members and promoting care for them as family through quality food and ingredients. - The copy continues with "FREEZE-DRIED RAW MADE WITH CARE, NOT SHORTCUTS." reinforcing the brand's commitment to quality and contrasting its approach with competitors. The brand is conveying a commitment to quality by highlighting the use of freeze-dried raw ingredients and emphasizing that their food is made with care. The audience is viewing a brand that is attempting to reassure them with claims that their food is carefully made. - A golden retriever is shown eating from a yellow bowl, enjoying what is assumed to be Stella & Chewy's dog food. The brand is displaying the end result of using their product, showcasing a happy dog consuming the food, conveying satisfaction, and encouraging purchase. The audience is experiencing the joy of seeing a dog enjoying the product, creating a positive association and reinforcing the appeal of Stella & Chewy's dog food.

# Ad summary This ad is for Stella & Chewy's 'Marie's Magical Dinner Dust' dog food topper. The ad features a dog being sprinkled with the food topper. # Brand positioning Stella & Chewy's is presented as a premium pet food brand focused on providing high-quality, natural, and nutritious meals for pets. The brand emphasizes the use of real ingredients and offers convenient options to enhance pets' diets. Stella & Chewy's aims to occupy a space in the consumer's mind as a trusted and reliable source of pet food, aligning with values of pet health, natural ingredients, and convenient meal solutions. It seems to ignore typical competitor behaviors by offering dinner dust, instead of just typical food. # Product Stella & Chewy's Marie's Magical Dinner Dust is a food topper designed to enhance dogs' meals with added flavor and nutrition. The product is intended for dog owners looking to improve their pet's diet and make mealtime more enjoyable. The ad specifies that the food topper is made with 95% raw ingredients. The product's USP is its ability to transform every meal and provide a boost of flavor and nutrition. The ad shows the product being sprinkled onto a bowl of dog food, suggesting it can be used at any regular feeding occasion. The ad addresses the purchase barrier of picky eaters or dogs with nutritional needs by offering a convenient and appealing solution. # Visual style The ad has a natural and inviting visual style with a focus on showcasing the product in a real-life setting. The production quality appears to be high, with clear and well-lit imagery. The visual motif of the ad is a focus on a pet, as it uses bright lighting and natural settings, giving it a vibrant and organic feel. # Hooks Headline: Just a Sprinkle To Make Every Meal Better # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Just a Sprinkle to make every meal better # Benefits - To Make Every Meal Better # Features - 95% raw # Call to action None used. # Social proof - None used. # Point of view - Brand: Used throughout the ad to showcase the product and its benefits to the consumer. - Customer: Used throughout the ad as the main focus to showcase the benefits of the product for their pet. # Storyline - The ad begins with a person sprinkling Stella & Chewy's Marie's Magical Dinner Dust onto a dog's food. The message conveyed is that the product enhances a dog's meal, this is shown from the brand's perspective to demonstrate the product's use. - The dog with food topper sprinkled on its face. The intention is to show the ease of use of the product and how dogs will eat it. The viewer experiences this from the customer's perspective, seeing a real-world application of the product on the dog. - The image concludes with a close-up of a dog bowl with food and the magical dinner dust. This illustrates the end result of using the product, emphasizing its ability to improve and enrich every meal, shown from the brand's perspective to reinforce the product's value proposition.

# Ad summary This ad for Stella & Chewy's dog food uses an overhead shot of a dog bowl filled with ingredients along with a dog paw and the headline, "Build Them A Better Bowl," to imply that Stella & Chewy's products allow dog owners to create a healthy and nutritious bowl for their pets. # Brand positioning Stella & Chewy's is presented as a premium brand of pet food dedicated to providing optimal nutrition for dogs. The brand is positioned as enabling pet owners to "Build Them A Better Bowl," suggesting a customizable and high-quality approach to pet nutrition. The brand appears to challenge the norm of generic, less nutritious dog food options by focusing on fresh, whole ingredients that allow pet owners to customize their dog's bowl. # Product The products featured are part of Stella & Chewy's dog food line, designed to create a superior and customizable dog bowl. The products include freeze-dried raw patties, bone broth, and kibble alternatives. The ad highlights the ease with which owners can create a nutritious meal by combining these different components to build a "better bowl" for their dogs. Each product shown contributes to the overall health and well-being of the dog, with an emphasis on fresh and natural ingredients. # Visual style The ad features a high-quality, studio-shot image with bright, natural lighting and a flatlay composition. The visual motif emphasizes fresh ingredients and a personalized approach to pet food. The typography is clean and modern, integrated seamlessly with the image. The style feels native to platforms like Instagram, aiming for a high stop power in feed due to its appealing and appetizing presentation. # Hooks Headline: Build Them A Better Bowl # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point that generic dog food is not optimized for health or enjoyment, as conveyed by the phrase "Build Them A Better Bowl," which suggests that owners need to actively improve their dog's current diet. # Call to action None used. # Social proof - None used. # Point of view - Brand: The phrase, "Build Them A Better Bowl," positions the brand as enabling dog owners to customize high-quality meals for their dogs. - Customer: The dog's paw reaching for the food suggests that the pet owner is seeking food that appeals to their dog. # Storyline - The ad opens by showcasing a dog bowl filled with a variety of fresh and nutritious ingredients, which makes a clear statement about the quality and variety of food options offered by Stella & Chewy's. This opening shot, presented from the brand's perspective, highlights the visual appeal and ingredient diversity that sets Stella & Chewy's apart from traditional dog food brands. - The inclusion of the dog's paw near the bowl, attempting to grab a piece of food, emphasizes the product's palatability and appeal to dogs. The dog's perspective is used here to visually reinforce the idea that Stella & Chewy's products are not only healthy but also highly desirable to pets. - The text overlay "Build Them A Better Bowl" encourages viewers to personalize their dog's meals using Stella & Chewy's products. This phrase, delivered from the brand's perspective, positions the pet owner as an active participant in their dog's health, giving them the means to enhance their dog's diet with premium ingredients.

# Ad summary This image ad for Stella & Chewy's Meal Mixers features a Golden Retriever holding a bag of Super Beef Meal Mixers in its mouth. The ad focuses on the simplicity of raw nutrition and targets pet owners who want to provide their dogs with high-quality, natural food. # Brand positioning Stella & Chewy's is presented as a premium pet food brand focused on raw nutrition made simple. The brand emphasizes high-quality ingredients and a straightforward approach to feeding pets, pushing against the norms of overly processed or complicated pet food options. The brand positions itself as a provider of "only the good stuff", aligning with values of health, simplicity, and natural ingredients. It occupies a space in the market for pet owners who want to provide their pets with a natural, raw diet without the complexity typically associated with it. Their brand positioning is functional, promoting the simplicity and quality of their ingredients. # Product The featured product is Stella's Super Beef Meal Mixers, a freeze-dried raw food designed to kickstart a dog's kibble. It is described as providing raw nutrition in a simple, easy-to-use format. The product is intended for dog owners looking to enhance their pet's diet with high-quality, natural ingredients. Key product details highlighted include that it is made with 95% of the good stuff. It is packaged in a resealable bag and designed for convenient use: scoop, mix, and serve. A clear USP is the convenience and ease of adding raw nutrition to existing kibble. The ad language emphasizes that this is a simple and uncomplicated way to provide pets with raw nutrition. # Visual style The ad has a clean, approachable visual style with a focus on simplicity. The production quality appears to be studio-shot, with soft lighting and a neutral background. The visual motifs are straightforward, featuring a clear product shot and minimal distractions. The image treatment includes subtle color grading to enhance the warmth of the image. The typography is large and bold, ensuring scannability. The style is designed to be native to the platform, fitting seamlessly into the feed without being overly disruptive. This approach enhances scannability and stop power by presenting a clear and inviting visual. # Hooks Headline: Raw Nutrition. Nothing Complicated. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of providing pets with high-quality, raw nutrition without the complexity and hassle typically associated with raw food diets. The ad states, "Nothing Complicated." # Value propositions - Providing raw nutrition in a simple, uncomplicated way # Benefits - Raw nutrition - Nothing Complicated # Features - 95% # Call to action None used. # Social proof - None used. # Point of view - Brand: The entirety of the ad is told from the brand's point of view, showcasing their product, values, and intended use cases while maintaining a friendly tone. # Storyline - The ad opens by stating, "Raw Nutrition. Nothing Complicated." This message conveys the brand's intention to offer natural, high-quality pet food in a convenient and straightforward way. The brand is clearly telling this part of the story to address potential concerns about the complexity of raw food diets. - The image then showcases a dog holding a bag of Stella & Chewy's Meal Mixers in its mouth. This visual display is from the brand's perspective, demonstrating the product and its intended use while adding an element of endearment. The dog's involvement makes the product relatable and appealing to pet owners. - The Meal Mixers bag provides additional information, such as "Stella & Chewy's Only the good stuff" and "KICKSTART YOUR KIBBLE". This information is from the brand's perspective, highlighting key features and benefits of the product, such as the brand name, slogan, and how the product can be used.

# Ad summary Stella & Chewy's presents itself as a premium pet food brand committed to providing the freshest, most nutritious, and healthful food for pets. The ad features a founder's message about the brand's mission, along with visuals of high-quality ingredients and a happy dog, ultimately highlighting a special offer. # Brand positioning Stella & Chewy's positions itself as a premium pet food brand. The brand emphasizes its commitment to providing the freshest, most nutritious, and healthful food for pets. This brand aims to occupy a space in the consumer's mind as a trusted provider of high-quality pet food, aligning with values of health and nutrition. The brand promotes a lifestyle where pets are well-cared for and fed with wholesome ingredients. It differentiates itself by focusing on fresh, nutritious ingredients, suggesting it stands against typical pet food norms that might include processed or less healthful components. The brand positioning is both functional (nutrition, healthfulness) and emotional (care, commitment to pets' well-being). # Product The ad features Stella & Chewy's pet food, specifically highlighting their commitment to providing the freshest, most nutritious, and healthful food for pets. It showcases fresh ingredients like meat (beef, chicken), vegetables (carrots, broccoli), and other whole foods used in their recipes. The ad emphasizes that the brand is "100% committed" to pet health through nutrition. The meal mixers, like the Dandy Lamb, are highlighted alongside other recipes such as the Seafest Salmon Food recipe dinner morsels. These products are presented as nutritious and healthy options for pets, made with high-quality ingredients. The ad addresses the purchase barrier of cost by offering $25 off and free shipping on the first order, making the premium product more accessible. # Visual style The ad has a polished, commercial aesthetic with a mix of close-up ingredient shots and direct address from the founder. The editing style includes quick cuts between scenes to maintain a brisk pace. The production quality is high, suggesting a professional marketing team. The ad uses clean, bright lighting and clear focus to convey freshness and quality. The pacing is moderate, around 120 BPM equivalent with several cuts within the 15-second span. # Hooks Spoken: 00:01–00:07 I believe that how you feed your pet is the most direct way to affect his or her health. Text overlay: 00:01–00:07 I believe that how you feed your pet is the most direct way to affect his or her health. Visual: 00:01–00:03 A woman with shoulder-length brown hair, wearing a beige sweater, is chopping carrots on a wooden cutting board in a kitchen setting. There's raw chicken and greens in the background. The camera is focused on her hands and the chopping action. / 00:03–00:05 Close-up of hands placing chopped carrots and broccoli onto a plate with raw chicken. The background is blurred, keeping the focus on the ingredients. / 00:05–00:07 A fluffy, light-colored dog is seen from the shoulders up, sitting and looking at the food preparation area. The background includes kitchen cabinets and a partial view of the ingredients. The dog has a neutral expression. # Funnel stage Consideration # Pain points Pet owners want to provide the best possible nutrition for their pets but may struggle to find high-quality, fresh food options. The ad suggests that typical pet food options may not be as healthful as freshly prepared meals. # Value propositions - The freshest, most nutritious, healthful food for pets. (Premium, natural ingredients for pet's health) # Benefits - Direct way to affect his or her health. # Features - Freshest ingredients - Most nutritious - Healthful food # Call to action None used. # Point of view - Brand 60% – The brand voice is present through the founder sharing the company's mission and commitment. - Customer 40% – The customer POV is communicated visually through the act of preparing fresh ingredients, implying the user's dedication to pet health. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a close-up of someone using a fork to separate pieces of raw meat, setting a visual expectation of fresh, high-quality ingredients. The message is about the brand's dedication to nutritious pet food. The perspective is from an observer, focusing on the ingredient preparation. - 00:01–00:07 00:01–00:07 A woman is shown chopping vegetables, followed by a shot of a light-colored dog looking up expectantly at the ingredients being prepared. The message emphasizes how the food can affect the dog's health. The perspective shifts to the preparer, highlighting the care taken in preparing the food. - 00:07–00:12 00:07–00:12 The founder is now directly addressing the camera, stating the brand’s commitment to providing the freshest, most nutritious, healthful food for pets, reinforcing their brand promise. The perspective is from the brand/founder, directly communicating their mission and values to the audience. The tone is sincere and committed. - 00:12–00:15 00:12–00:15 The ad concludes with an overview of two Stella & Chewy's products and a special offer. The message is to entice viewers to take advantage of the "Founders Sale" with an offer of $25 off and free shipping. The perspective shifts to a promotional display, highlighting product options and purchase incentives.

# Ad summary This ad uses a product demo to promote Stella & Chewy's dog food, highlighting its palatability and the 'Founder's Sale' offer. # Brand positioning Stella & Chewy's is positioned as a premium pet food brand that prioritizes high-quality ingredients and pet health. The brand is presented as appealing to pet owners who want to provide their pets with nutritious and delicious food. # Product The product featured is Stella & Chewy's dog food, specifically a kibble and freeze-dried raw mix. The ad demonstrates the product's appeal to dogs by showing a dog eagerly eating it and quickly finishing the bowl. The ad highlights the brand's "Founder's Sale". # Visual style The ad has a clean, minimalist aesthetic with bright lighting and a focus on the product. The editing is simple, with a time-lapse sequence to show the dog food disappearing quickly. Production quality is high, with clear shots and professional text overlays. # Hooks Spoken: 00:03–00:06: [Enthusiastic] Blink and it's gone. Visual: 00:03–00:06: A time-lapse sequence shows the dog food rapidly disappearing from the bowl. The bowl goes from full to empty in a few seconds. The background remains the same plain white surface. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the problem of finding dog food that pets enjoy eating. # Value propositions - Stella & Chewy's dog food is palatable to the dog. - The promotion of "Founder's Sale" # Benefits - High palatability - Delicious food # Features - Kibble - Freeze-dried raw mix # Call to action Shop the FOUNDER’S SALE # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing their product and promotional offer. # Storyline - 00:00–00:02 The ad opens with a shot of a bowl filled with Stella & Chewy's dog food, including kibble and freeze-dried pieces, with the brand logo and offer text on screen. This establishes the product and brand being advertised. - 00:03–00:06 A time-lapse sequence shows the dog food rapidly disappearing from the bowl. This communicates the product's high palatability and suggests dogs love the taste. - 00:07–00:09 The ad ends with a shot of an empty bowl and text promoting the 'Founder's Sale', accompanied by the brand's logo. This prompts viewers to take advantage of the offer.

# Ad summary This ad promotes Stella & Chewy's Magical Breakfast Sprinkles as a dog food topper with a bacon, egg, and cheese flavor to improve dog's meals. # Brand positioning Stella & Chewy's is presented as a brand that enhances pet nutrition with convenient and appealing food toppers. Positioning itself as a provider of high-quality, less processed options, it aims to elevate everyday dog food with crave-worthy flavor and added health benefits, focusing on making meals exciting and nutritious without extra prep work. The brand embraces pet-owner relationships and promotes the shared joy of feeding pets. # Product Stella & Chewy's Magical Breakfast Sprinkles are freeze-dried raw meal toppers for dogs, designed to add flavor and nutritional value to their food. The bacon, egg, and cheese recipe comes in a resealable pouch for easy sprinkling, featuring a convenient spout. The product is high in protein, less processed for easy digestion, and omega-rich for a healthy, shiny coat. It caters to pet owners seeking a simple way to boost their dog's meal with minimal preparation, while ensuring it remains nutritious and appealing, addressing barriers of time and effort. # Visual style The ad has a bright and casual aesthetic, with natural lighting. The editing is smooth with quick cuts between shots of the woman, the product, and the dog. The production quality is polished, resembling user-generated content. The pacing is moderate, following the rhythm of the voiceover. # Hooks Spoken: 00:00–00:05 I've taught Josie quite a few tricks, so I thought I'd try to learn some myself...Is this your card? Text overlay: 00:00–00:05 I've taught Josie quite a few tricks, so I thought I'd try to learn some myself...Is this your card? Visual: 00:00–00:02 Inside a living room, a fair-skinned young woman with blonde hair tied back, wearing a black puffer vest over a white sweatshirt and black leggings, kneels on a patterned rug while facing a golden retriever. The dog is wearing a floral bandana. The woman holds the dog's paws as if shaking hands. / 00:02–00:05 The woman holds up a deck of cards while still kneeling and presents one to the dog, who is facing her. Behind them is a wall with framed photos and a white armchair. # Funnel stage Middle of funnel (Consideration) # Pain points Pet owners struggle to find nutritious and appealing ways to enhance their dog's meals without extra time or effort. This is signaled when the ad starts with the creator doing a card trick and stating, "Turns out the only trick she's actually impressed by is when I add a little magic to her bowl." # Value propositions - Easy to use as you just sprinkle on their food - No prep needed - Crave-worthy flavor - High protein - Easy to digest - Omega-rich # Benefits - Super easy, no prep, and crave-worthy flavor - High in protein to keep her energized - Less processed so it's easier on her digestion - Omega-rich for a healthy, shiny coat # Features - Freeze-dried raw meal topper - Bacon, egg & cheese flavor - Resealable pouch # Call to action None used. # Point of view - Customer 100% – The ad is entirely presented from the point of view of a pet owner sharing her experience with the product and dog. # Storyline - 00:00–00:05 00:00–00:05 A woman plays a card trick with her dog. - 00:05–00:10 00:05–00:10 The scene cuts to a bowl, container of kibble, and a red pouch of Stella & Chewy's Magical Breakfast Sprinkles. - 00:10–00:15 00:10–00:15 The woman shows the pouch to the camera and sprinkles the product into the bowl with kibble. - 00:15–00:23 00:15–00:23 The woman presents the bowl to the dog who eats the food. - 00:23–00:27 00:23–00:27 The woman holds the bag of Stella & Chewy's Magical Breakfast Sprinkles and pets the dog.

# Ad summary The ad for Stella & Chewy's highlights their founder's sale with a discount of $25 off and free shipping. The ad promotes the brand's commitment to food safety, natural ingredients, and a mission-driven approach. # Brand positioning Stella & Chewy's is presented as a brand deeply committed to the health and well-being of pets, particularly dogs. The brand emphasizes its dedication to rigorous food safety standards, ensuring that pet owners can trust the quality and integrity of their products. By highlighting the use of natural ingredients and avoiding artificial fillers or preservatives, Stella & Chewy's positions itself as a purveyor of wholesome and nutritious pet food options. The brand's origin, stemming from a 'Dog Mom on a Mission,' reinforces a personal connection and a genuine desire to provide pets with the best possible care, setting it apart from competitors who may prioritize profit over pet health. # Product The advertised product is dog food or treats from Stella & Chewy's, designed to provide a safe and natural dietary option for dogs. The product is presented as rigorously tested for food safety, ensuring that it meets high standards of quality and is safe for consumption. It is formulated without artificial fillers or preservatives, appealing to pet owners seeking wholesome and natural ingredients. The treats are marketed as being made with care by a 'Dog Mom on a Mission', appealing to the audience seeking the best for their pets. # Visual style The ad features a clean and approachable visual style. The photo quality appears professional with soft lighting and a shallow depth of field, blurring the background to focus on the product and the dog. The color palette is muted and natural, with the whites and browns of the dog's fur and the tan of the treat dominating the scene. The typography is clear and legible, with a mix of font styles to highlight different elements of the message. The inclusion of heart emojis adds a touch of playfulness and warmth, reinforcing the emotional connection between pet owners and their animals. # Hooks Headline: FOUNDER'S SALE # Funnel stage Consideration # Pain points The ad addresses the concern that pet food may contain unsafe ingredients. # Value propositions - Built by a Dog Mom on a Mission # Benefits - Product is safe - Product is natural # Features - Rigorously Tested for Food Safety - No Artificial Fillers or Preservatives # Call to action None used. # Point of view - Brand: The brand is presenting the offer of $25 off and free shipping, as well as the benefits of the product, to appeal to potential customers. - Customer: The image of a hand holding a dog treat and the dog sticking its tongue out represent the customer (dog) perspective and the positive reaction to the brand's product. # Storyline - The ad opens with a promotional message for the Stella & Chewy's 'Founder's Sale,' offering '$25 Off + Free Shipping.' This is intended to immediately grab the viewer's attention with a limited-time offer, incentivizing them to consider purchasing. The brand is conveying this message. - A hand presents a treat to a dog, and the dog responds by sticking out its tongue, suggesting excitement and eagerness to consume the treat. This moment is from the dog's perspective, showing its anticipation and desire for the product, as well as its approval of the treat. - The ad lists three key features: 'Rigorously Tested for Food Safety,' 'No Artificial Fillers or Preservatives,' and 'Built by a Dog Mom on a Mission.' These bullet points inform the viewer about the product's quality and the brand's values, from the brand's perspective.

# Ad summary A man showcases Stella & Chewy's Freeze-Dried Raw Super Beef Meal Mixers as a healthy addition to his dogs' diets, highlighting its benefits and his dogs' enthusiasm for them. # Brand positioning Stella & Chewy's is presented as a premium pet food brand focused on providing high-quality, raw nutrition for dogs. The brand positions itself as a provider of healthy dog food options, emphasizing real, natural ingredients and nutritional value. The ad implies that Stella & Chewy's pushes against the norms of processed dog food by offering freeze-dried raw meal mixers. The brand aims to occupy a space in the consumer's mind as a trusted provider of nutritious and delicious food that dog owners can feel good about feeding their pets, aligning with values of health, quality, and natural ingredients. The positioning is functional, emphasizing the performance benefits of raw nutrition and the simplicity of adding the meal mixers to a dog's diet. # Product The Stella & Chewy's Freeze-Dried Raw Super Beef Meal Mixers are presented as a nutritious supplement for dogs' diets. The product is designed to be mixed with regular kibble or served as treats, offering a convenient way to add raw nutrition to a dog's diet. These mixers are made with real beef, organic fruits like spinach, beets, and pumpkin, and are packed with 95% meat, organ, and bone. The product's USPs are its freeze-dried raw form, high meat content, and the inclusion of organic fruits. These mixers can be sprinkled over regular meals as a nutrient-rich topper, or served as treats. The ad addresses the purchase barrier of ensuring dogs receive adequate nutrition by providing a convenient and healthy option. This product is worth trying/buying because it allows pet owners to easily add healthy additions to their pets diets. # Visual style The ad features a blend of UGC-style footage and polished visuals, lending it an authentic and trustworthy feel. The editing style includes quick cuts and static shots, synchronized to voiceover lines and product actions, enhancing engagement. The production quality is hybrid, combining casual home footage with clean product shots, creating a relatable yet professional presentation. The pacing is consistent, with around 15 cuts per minute, maintaining a steady rhythm throughout the ad. # Hooks Spoken: 00:00–00:03 The one thing I do for my dogs' health, that I wish I knew sooner. Text overlay: 00:00–00:01 THE ONE THING / 00:01–00:02 I DO FOR MY / 00:02–00:02 DOGS’ HEALTH Visual: 00:00–00:01 Inside a well-lit kitchen with white cabinets, granite countertops, and a white tile backsplash, a young man stands holding a red bag of Stella & Chewy's Meal Mixers. He is fair-skinned, has short dark hair and a beard, and wears a black t-shirt. He extends his left hand towards a small, black pug standing on its hind legs, offering it a treat from his right hand. The camera is at a medium distance, slightly angled upward, and remains stationary. The focus is on the man and the dog interacting. / 00:01–00:04 The man is now indoors, facing the camera directly. He is centered in the frame against a plain white wall, with a ceiling fan visible in the background. He wears a black t-shirt and speaks with hand gestures. The camera is at eye level, capturing a close-up of his face, and remains stationary. The lighting is soft and even, highlighting his features. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point addressed is the challenge of ensuring dogs receive adequate nutrition in their diets. It's implied that many dog owners struggle to find convenient and healthy options to supplement their pets' meals: "Give your dog the nutrition they deserve with Stella & Chewy's..." # Value propositions - Convenient way to add raw nutrition to a dog's diet - High meat content ensures a protein-rich supplement - Organic fruits provide additional vitamins and minerals - Versatile – can be used as a meal topper or treat # Benefits - Perfect for sprinkling over regular meals as a nutrient-rich topper - Can also be served as treats # Features - Freeze-dried raw - Real beef - Organic fruits like spinach, beets, and pumpkin - 95% meat, organ, and bone # Call to action SHOP NOW # Social proof - "This is definitely one of the healthiest additions I found for my dogs' diets and my dogs absolutely adore them." – Man 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a dog owner who uses and recommends the product. # Storyline - 00:00–00:01 00:00–00:01 The ad opens with a man in his kitchen feeding a dog Stella & Chewy's meal mixers as a treat. This is meant to introduce the product and its use as a reward, and the man is showing off the product in use. The perspective is from the man, and the tone is casual and friendly. - 00:01–00:04 00:01–00:04 The man transitions to speaking directly to the camera about Stella & Chewy's. The intent is to establish the man as someone who uses and believes in the product, presented from the man's perspective in a casual, friendly tone. This introduces the man's perspective as a product user. - 00:04–00:07 00:04–00:07 The man displays and opens a bag of Stella & Chewy's Freeze-Dried Raw Super Beef Meal Mixers. The aim is to showcase the product packaging and the physical form of the meal mixers, from the man's perspective. This is informative and straightforward, enhancing the product reveal. - 00:07–00:10 00:07–00:10 The man shows himself feeding the meal mixers to his dogs, who eagerly eat them. The intent is to demonstrate the dogs' positive reaction to the product, presented from the man's perspective. This reinforces the product's appeal. - 00:10–00:13 00:10–00:13 The man sprinkles the meal mixers over regular kibble in a dog bowl. The purpose is to illustrate the product's versatility as a meal topper, shown from the man's perspective. This is informative and practical, expanding the product's use cases. - 00:13–00:16 00:13–00:16 The man shows himself feeding the meal mixers as treats and explains how they can be used. The intention is to reiterate the product's flexibility, from the man's perspective, emphasizing convenience. This reinforces the product's practicality. - 00:16–00:20 00:16–00:20 The man discusses the ingredients of the meal mixers, including real beef and organic fruits. The intent is to highlight the product's healthy ingredients, from the man's perspective. This emphasizes the product's nutritional value. - 00:20–00:24 00:20–00:24 He highlights the product's composition of 95% meat, organ, and bone. The aim is to emphasize the high meat content, from the man's perspective. This reinforces the product's nutritional benefits. - 00:24–00:26 00:24–00:26 The man states that the meal mixers are one of the healthiest additions he has found for his dogs' diets. The intent is to share his personal endorsement, from the man's perspective, adding credibility. This introduces a strong testimonial element. - 00:26–00:33 00:26–00:33 The man feeds the meal mixers to his dogs, who adore them. The aim is to visually reinforce the dogs' positive reaction, from the man's perspective. This strengthens the appeal. - 00:33–00:37 00:33–00:37 The ad concludes with a call to give dogs the nutrition they deserve with Stella & Chewy's. The intention is to prompt the viewer to consider the product for their dogs' health, from the brand's perspective. This introduces a concluding call to action.

# Ad summary A creator talks about Stella & Chewy's Freeze-Dried Raw Beef Meal Mixers. He shows how the product is made with real beef and organic fruits and is packed with 95% meat, organ, and bone. He shows his dogs eating the product and states that it is one of the healthiest additions he has found for his dogs. # Brand positioning Stella & Chewy's is presented as a high-quality pet food brand that is healthy for dogs. The brand aligns with a lifestyle that prioritizes pets' health, promoting values such as natural ingredients and nutritious meals. Stella & Chewy's pushes against the norm of overly processed pet foods by focusing on real beef, organic fruits, and a high percentage of meat, organ, and bone. This positions the brand as a functional choice for pet owners who want to provide their dogs with the best possible nutrition. # Product Stella & Chewy's Freeze-Dried Raw Beef Meal Mixers are a nutrient-rich food supplement designed to enhance a dog's regular diet. They are made with real beef, organic fruits such as spinach, beets, and pumpkin, and are packed with 95% meat, organ, and bone. This freeze-dried formula aims to provide a healthy addition to a dog's meals, serving as a topper or treat. The meal mixers cater to dog owners looking for the healthiest addition to their pet's diet. The product also addresses the potential barrier of finding nutritious and tasty food options for dogs by being tasty and nutritious. # Visual style The ad has a UGC feel with simple editing and natural lighting. The video consists of quick cuts, which increases the pacing. The cuts are timed to some of the spoken lines. # Hooks Spoken: 00:00–00:01 You need this meal topper for your dog! [enthusiastic] Text overlay: 00:00–00:01 THIS / 00:00–00:02 for your dog! Visual: 00:00–00:01 A black pug stands on a carpeted floor facing the camera. To the right is a red bag of Stella & Chewy's Meal Mixers. A white arrow points to the bag. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of finding healthy, nutritious, and enjoyable food options for dogs. # Value propositions - Healthy and nutritious addition to your dog's diet - Versatile: can be used as a meal topper or a treat # Benefits - Nutrient-rich topper - Can also be served as treats - One of the healthiest additions I found for my dogs' diet # Features - Freeze-dried - Raw beef - Made with real beef - Organic fruits - 95% meat, organ, and bone # Call to action SHOP NOW # Social proof - "This is definitely one of the healthiest additions I found for my dogs' diet and my dogs absolutely adore them." – Male 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a customer who is sharing his experience with the product. # Storyline - 00:00–00:01 00:00–00:01 The video opens with a dog standing in front of a red bag. The narrator states you need this meal topper for your dog. This is intended to hook the viewer by presenting the product as essential for dog owners. - 00:01–00:03 00:01–00:03 The narrator introduces himself. He states that he has decided to try out Stella & Chewy's. The narrator is speaking from the point of view of a customer who is trying a new product. - 00:03–00:09 00:03–00:09 He introduces Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer for his dogs. He states that his dogs literally went crazy over them. This is intended to show how much dogs love the product. - 00:09–00:14 00:09–00:14 The narrator shares the uses for the mixers: sprinkling over regular meals as a nutrient-rich topper or serving them as treats. This demonstrates the product's versatility. - 00:14–00:23 00:14–00:23 The narrator highlights the ingredients: real beef, organic fruits, like spinach, beets, and pumpkin, and 95% meat, organ, and bone. This positions the product as healthy and nutritious. - 00:23–00:30 00:23–00:30 The narrator emphasizes that this is definitely one of the healthiest additions he's found for his dogs' diets, adding that his dogs absolutely adore them. This is designed to reinforce the benefits of the product and its appeal to dogs. - 00:30–00:35 00:30–00:35 The narrator prompts the viewer to give their dog the nutrition they deserve with Stella & Chewy's Freeze-Dried Raw Beef Meal Mixer. A shot of the product packaging is displayed. This closes the ad with a direct call to action.

# Ad summary This ad features a female creator addressing common misconceptions about raw dog food diets while showcasing Stella & Chewy's Freeze-Dried Raw Dinner Patties. The video uses a split-screen format, alternating between the creator speaking and various shots of her dog, Ellie, interacting with the product and engaging in daily activities. It debunks three myths: raw diets are unsafe due to bacteria, they are time-consuming and inconvenient, and they are nutritionally imbalanced. The creator provides counter-arguments for each, emphasizing the safety, convenience, and nutritional completeness of Stella & Chewy's product. The video concludes with a strong endorsement and a call to action. # Brand positioning Stella & Chewy's is positioned as a trusted, high-quality pet food brand that specializes in freeze-dried raw diets, offering 'only the good stuff.' The brand aims to occupy a space in the consumer's mind as a solution for pet owners who want to provide their dogs with a natural, healthy, and nutritionally complete diet but are hesitant due to common misconceptions about raw feeding. It aligns with values of pet health, natural ingredients, and convenience, pushing against the idea that raw feeding is inherently unsafe or difficult. The brand positioning is both functional, highlighting safety and nutritional balance, and emotional, appealing to the desire for a healthy and thriving pet. # Product The product featured is Stella & Chewy's Freeze-Dried Raw Dinner Patties, specifically 'Stella's SUPER BEEF 95% BEEF, ORGAN & BONE.' This product is a form of raw dog food that has been freeze-dried into convenient patties. It is designed for dog owners who are considering a raw diet but are skeptical or concerned about safety, time consumption, or nutritional balance. The ad highlights several key features: it's freeze-dried raw, made using 'high pressure processing' which 'neutralizes pathogens' making it safe, and is 'formulated to meet all the AAFCO standards for all life stages,' ensuring it's nutritionally balanced. The product offers convenience as it can be crumbled up or served whole, making preparation 'that easy.' The ad emphasizes that it provides 'the healthiest, most natural diet possible,' ensuring the dog receives 'all the balanced nutrition that they need to thrive!' It directly addresses potential purchase barriers by explaining how the product overcomes concerns about bacteria (due to HPP), inconvenience (easy preparation), and nutritional imbalance (AAFCO standards). # Visual style The ad features a hybrid visual style, blending a polished UGC (User-Generated Content) feel with subtle brand-led elements. The production quality leans towards high-quality UGC, shot in a home environment with natural-looking lighting and a handheld camera feel for many dog shots, giving it an authentic and relatable vibe. The editing style is characterized by quick cuts, particularly in the intro and when debunking myths, creating a dynamic and engaging pace. This pacing is generally consistent but slows slightly during moments of detailed explanation or emotional connection (e.g., hugging the dog). Visual motifs include the consistent use of a split-screen layout for myth-debunking sections, contrasting the creator speaking with relevant dog footage or product demonstrations. The audio-visual sync is strong, with text overlays and visual actions perfectly timed to the creator's voiceover, enhancing clarity and impact. The overall aesthetic is clean, modern, and aims for trustworthiness and approachability. # Hooks Spoken: Think raw diets are unsafe for your dog? Text overlay: THINK RAW DIETS ARE UNSAFE FOR YOUR DOG? / again! Visual: Split screen: Top half shows a brown and white brindle dog (Ellie) with a black collar shaking its head vigorously on a grey dog bed on a carpeted floor, next to a white door. Bottom half shows Female 1 from the chest up, with long blonde hair, wearing a white tank top, speaking directly to the camera in a modern kitchen with grey cabinets and a microwave. Text overlay 'THINK RAW DIETS ARE UNSAFE FOR YOUR DOG?' appears centered. / Split screen: Top half shows a close-up of Ellie's worried-looking face, specifically her eye and snout. Bottom half shows Female 1 smiling directly at the camera in the same kitchen. The text overlay remains the same. / Split screen: Top half shows a close-up, blurry, rapidly panning shot of Ellie's face and fur, suggesting dynamic movement. Bottom half shows Female 1 smiling broadly at the camera in the same kitchen. Text overlay 'THINK RAW DIETS ARE UNSAFE FOR YOUR DOG?' disappears, replaced by 'again!' in yellow text with a black outline. # Funnel stage Consideration # Pain points The central frustration the product is solving is the pet owner's skepticism and misinformation surrounding raw dog food diets. The ad explicitly addresses the concern that raw diets are "unsafe due to bacteria" and "time consuming and inconvenient," and "nutritionally imbalanced." # Value propositions - Stella & Chewy's Freeze-Dried Raw Dinner Patties offer a safe, nutritionally balanced, and convenient option. - The patties are safe due to high pressure processing, which neutralizes pathogens. - They are convenient because they can be easily crumbled or served whole. - They provide balanced nutrition as they meet AAFCO standards for all life stages, ensuring dogs thrive. # Benefits - safe for your pet - easy to serve (crumble up or serve whole) - nutritionally balanced - for all life stages - receives all the balanced nutrition that they need to thrive! - healthiest, most natural diet possible # Features - Freeze-Dried Raw Dinner Patties - 95% BEEF, ORGAN & BONE - made using high pressure processing - neutralizes pathogens - formulated to meet all the AAFCO standards # Call to action SHOP NOW # Social proof - I used to feel the same way too, due to some misconceptions. # Point of view - Customer 70% – The creator shares her personal experience and understanding of raw feeding challenges, addressing concerns directly as a fellow pet owner. - Brand 30% – The creator delivers specific product information, features, and addresses misconceptions with factual claims about the brand's processing and nutritional standards. # Storyline - 00:00–00:01 The video opens with a split screen: the creator on the bottom looking directly at the camera with an engaging expression, and her dog, Ellie, on the top, shaking its head and then looking directly at the camera with wide, slightly anxious eyes. This sets up a problem-solution narrative by posing a direct question to the viewer about a common misconception regarding raw dog food. - 00:02–00:03 The creator immediately responds to the initial question with a confident smile and dismisses the misconception. Her tone is friendly and reassuring, signaling that she's about to share valuable information and debunk the myth. - 00:03–00:06 The creator starts preparing the Stella & Chewy's raw dinner patties in Ellie's bowl. This visually introduces the product and demonstrates its ease of use, directly countering the implied belief that raw diets are difficult to prepare. The dog, Ellie, looks on expectantly, reinforcing the idea that dogs love this food. - 00:06–00:08 The creator acknowledges the viewer's potential skepticism, empathizing with their concerns about raw diets. Her relatable tone builds trust, suggesting she understands their perspective because she 'used to feel the same way too.' This personalizes the narrative and makes her a credible guide. - 00:08–00:09 The creator walks with Ellie on a leash through a pet store aisle, subtly suggesting she has explored various options for her dog's food. This visual reinforces her prior skepticism and the idea that she has thoroughly researched pet nutrition, making her eventual endorsement more impactful. - 00:10–00:11 Ellie is shown looking a bit sad or reflective, reinforcing the creator's earlier statement about 'misconceptions' and implying that these misconceptions might have led to less optimal choices for Ellie in the past. This subtly creates a desire for a better solution for the pet. - 00:11–00:14 The product bag is shown on the counter, then Ellie approaches it curiously. This introduces Stella & Chewy's as the solution to the previous problem of skepticism and misconceptions, signaling a positive turning point in Ellie's diet. The dog's curiosity frames the product as appealing. - 00:14–00:16 The creator holds up a Stella & Chewy's patty and the bag, smiling confidently. This is a direct product reveal, presenting the specific solution that addressed her skepticism and her dog's dietary needs. Her positive expression links the product with happiness and satisfaction. - 00:16–00:20 The creator transitions to debunking Myth #1: raw feeding is unsafe due to bacteria. Her expression is serious yet informative, indicating she's about to share factual information to alleviate concerns. Ellie is shown eagerly eating the food, visually contradicting the idea of unsafety. - 00:20–00:21 Ellie is shown lying down, looking calm and well-fed, further emphasizing the safety and positive effects of the food. This visual reassurance directly addresses the concern about bacteria, associating the product with a healthy and comfortable pet. - 00:21–00:25 The creator demonstrates placing the patties into Ellie's bowl, highlighting the 'high pressure processing' that makes them safe. This is a clear functional explanation, addressing a primary concern directly and positioning the product as scientifically sound. - 00:25–00:28 Ellie is shown happily eating the patties from her bowl. This reinforces the product's appeal to dogs and provides visual proof that it is indeed 'safe for your pet,' aligning with the creator's spoken words. - 00:28–00:30 The creator introduces Myth #2: raw feeding is time-consuming and inconvenient. Her expression is still informative, setting up the next point she will address. Ellie is shown licking her lips, indicating satisfaction and readiness for more, subtly countering the idea of inconvenience. - 00:30–00:34 Ellie waits patiently by her empty bowl, then is shown eating again. This visual sequence implies that Ellie enjoys the food and it's easy enough to prepare that she's quickly ready for it, directly challenging the 'time-consuming and inconvenient' myth. - 00:34–00:41 The creator asserts that the patties make raw feeding easy. She demonstrates crumbling the patties and the dog shakes paws, a trick, suggesting positive training reinforcement and ease of serving. This reinforces the product's convenience and positive pet interaction. - 00:41–00:45 The creator transitions to Myth #3: raw diets are nutritionally imbalanced. She presents this with a determined expression, ready to provide authoritative information. Ellie is shown scratching, a visual cue of a potentially unhappy or unhealthy dog, setting up the need for a nutritionally balanced diet. - 00:45–00:47 The creator emphatically refutes Myth #3, with a red 'X' appearing over her image, symbolizing the debunking of the myth. This visual and verbal combination is direct and powerful, highlighting the product's superior nutritional profile. - 00:47–00:50 Ellie is shown lying down comfortably, looking attentive and healthy, directly counteracting the previous image of scratching. This visual evidence supports the claim that the patties meet AAFCO standards for complete nutrition, promoting pet well-being. - 00:50–00:54 The creator is outdoors with Ellie and a small child, highlighting the product's suitability for 'all life stages' and its role in promoting a happy, active family life. This emotional connection expands the benefit beyond just the dog's health to family harmony. - 00:54–00:57 Ellie is shown running happily through a grassy area, then approaches the product bag in the grass. This visual depicts a thriving, energetic dog, a direct result of receiving 'balanced nutrition.' The dog's active lifestyle is directly linked to the product. - 00:57–01:00 The creator offers a final encouraging statement, urging viewers not to let misconceptions prevent them from giving their dog the best diet. Her tone is persuasive and motivational, reinforcing the overall message of optimal pet health through Stella & Chewy's. - 01:00–01:01 The creator hugs Ellie, showing affection and reinforcing the deep bond between owner and pet, which is enhanced by providing a healthy diet. This emotional moment ties the product to love and care for pets. - 01:01–01:03 Ellie approaches the product bag in an open field, creating a sense of naturalness and freedom. This final visual re-emphasizes the 'most natural diet possible' claim and visually positions the product within a wholesome, outdoor lifestyle. - 01:03–01:12 The creator holds the Stella & Chewy's bag, enumerating the key benefits. Her confident, smiling demeanor and clear articulation of benefits serve as a final persuasive summary, reinforcing all the points made throughout the video. - 01:13–01:19 The creator encourages viewers to try the product, ending with a positive call to action. The split screen showing the product and a 'Shop Now' button provides a clear pathway for conversion, wrapping up the problem-solution narrative with a direct directive.

# Ad summary This video ad for Stella & Chewy's Freeze-Dried Raw Dinner Patties features a female creator who debunks three common myths about feeding dogs a raw diet. She begins by setting up the premise of making raw feeding safer than expected. She then acknowledges skepticism and shares her personal journey, introducing Stella & Chewy's Super Beef Dinner Patties as her solution. The ad systematically addresses myths about raw diet safety (countered by high-pressure processing), convenience (shown by easy serving methods), and nutritional balance (validated by AAFCO standards). Throughout, visuals showcase her dog eagerly eating the patties, playing happily, and interacting affectionately with the creator and her child, reinforcing the product's benefits. The video concludes with a strong recommendation and a "SHOP NOW" call to action, positioning Stella & Chewy's as a safe, nutritionally balanced, and convenient option for pet owners seeking the healthiest, most natural diet for their dogs. # Brand positioning Stella & Chewy's is presented as a trusted, innovative pet food brand that challenges conventional beliefs about raw feeding. The brand aims to occupy a space in the consumer's mind as a provider of safe, nutritionally complete, and convenient raw food options for dogs. It aligns with values of pet health, well-being, and modern pet parenting, promoting a healthy and active lifestyle for dogs. The brand pushes against the norms of traditional kibble by offering a raw diet solution, while also addressing common misconceptions and concerns about raw feeding (safety, convenience, nutritional balance). The positioning is functional, focusing on the product's quality, processing, and nutritional completeness, which provides tangible health benefits for pets, but also emotional by giving pet owners peace of mind and satisfaction from providing the best for their dog. # Product The featured product is Stella & Chewy's Freeze-Dried Raw Dinner Patties, specifically "Stella's Super Beef" flavor, which is a freeze-dried raw dog food. The ad explains it works by offering a raw diet in a convenient patty form that can be crumbled or served whole. It's for dog owners who are considering a raw diet but are skeptical or concerned about safety, convenience, or nutritional balance. Explicitly stated product details include that it is "Freeze-Dried Raw," "Stella's Super Beef" (95% beef, organ & bone), "dinner patties," made using "high pressure processing" (HPP), and formulated to meet "AAFCO standards" for "all life stages." The ad highlights USPs such as being "safe" (due to HPP neutralizing pathogens), "convenient" (easy to serve, not time-consuming), and "nutritionally balanced" (meeting AAFCO standards). Use occasions shown include regular meal times in a home kitchen. Purchase barriers addressed are concerns about bacteria/safety, time consumption/inconvenience, and nutritional imbalance. The ad tells the viewer this product is worth trying because it's a "healthiest, most natural diet possible" for your dog without the perceived drawbacks of raw feeding. # Visual style The visual style is a hybrid of polished UGC and informal educational content. It uses a clean, bright aesthetic with natural lighting in home and outdoor settings, contributing to an authentic and trustworthy feel. Editing is characterized by quick cuts between talking head segments, product demonstrations, and engaging dog footage, maintaining a dynamic pace. There are frequent transitions, often simple cuts, with some split-screen effects. The production quality feels high-end for UGC, suggesting thoughtful planning and execution, supporting a friendly yet informative tone. Visual motifs include recurring close-ups of the dog's expressive face and clear shots of the product packaging and use. The pacing is consistently fast, with new shots appearing every 1-3 seconds, keeping the viewer engaged. Audio-visual sync is strong, with text overlays appearing precisely when the corresponding spoken words are delivered, and visual actions (like crumbling food or dog eating) aligning with the spoken narration. # Hooks Spoken: Debunking the myths why feeding raw is safer than you think. Text overlay: DEBUNKING THE MYTHS / why feeding raw / is safer than you think Visual: Medium close-up shot of a Caucasian woman, mid-30s, long light brown hair with blonde highlights, wearing a white v-neck t-shirt. She is smiling and looking slightly upward and to the right. The background is a plain light wall in what appears to be a home. The camera is stationary, tripod-style, framed from the chest up. Lighting is bright, natural-looking. Text overlay: "DEBUNKING THE MYTHS". / Close-up shot of a brown brindle and white dog with floppy ears, looking up attentively. A light-skinned hand extends into the frame from the right, offering a small, light-colored treat to the dog's mouth. The dog is on a wooden floor in a kitchen or dining area with gray cabinetry and a white countertop visible in the background. The dog is positioned slightly left of center, and the camera is at its eye level, handheld or stationary. Text overlay: "why feeding raw". / Wide shot of the same Caucasian woman (wearing a white tank top and black leggings) kneeling on bright green grass, smiling and looking at the dog. To her right, a young Caucasian child (toddler, approximately 2-3 years old) with blonde hair, wearing a blue and green patterned long-sleeve swimsuit, crouches and interacts with the dog by offering it something. The dog is brown brindle and white, sniffing at the ground near the child. A wooden fence and lush green trees are in the background, suggesting a backyard. The camera is stationary, at eye level with the group. Text overlay: "is safer than you think". # Funnel stage Middle of funnel (Consideration) # Pain points Safety concerns about raw feeding due to bacteria: Signaled by the spoken myth, "One of the biggest myths about raw feeding is that it's unsafe due to bacteria" (00:18-00:21). The dog is shown eating food from the floor and then resting, potentially appearing vulnerable if the food were unsafe. # Value propositions - "Freeze-Dried Raw Dinner Patties" - convenient format for raw food. - "Made using high pressure processing, which neutralizes pathogens" - provides safety assurance for raw food. - "Formulated to meet all the AAFCO standards for all life stages, ensuring that your dog receives all the balanced nutrition that they need to thrive!" - guarantees nutritional completeness and health benefits. - "You can simply crumble them up or serve them whole, it is that easy!" - highlights ease of use and time-saving. - "Healthiest, most natural diet possible" - positions it as superior for pet well-being. # Benefits - Safer than you think (for raw feeding) - Neutralizes pathogens (via HPP) - Safe for your pet - Not time-consuming - Not inconvenient - Can simply crumble them up or serve them whole - Easy to feed - Nutritionally balanced - Dog receives all the balanced nutrition that they need - Dog can thrive - Healthiest, most natural diet possible - You and your dog are gonna love! # Features - Freeze-Dried Raw - Super Beef (95% beef, organ & bone) - Dinner Patties - Made using high pressure processing - Formulated to meet all AAFCO standards # Call to action SHOP NOW # Social proof - "I used to feel the same way too, due to some misconceptions." – Female 1 (Creator/Customer) - "That was until I found Stella & Chewy's Freeze-Dried Raw Dinner Patties." – Female 1 (Creator/Customer) - "option that you and your dog are gonna love!" – Female 1 (Creator/Customer) - "Try Stella & Chewy's Freeze-Dried Raw Dinner Patties today and see the difference for yourself!" – Female 1 (Creator/Customer) # Point of view - Customer 60% – The ad is primarily told from the perspective of a dog owner sharing her personal experience and recommendations, using "I" statements and showing her own dog and child. - Brand 40% – The ad uses direct product claims and explanations of processing and standards, presenting information that comes directly from the brand's verified facts. # Storyline - 00:00–00:01 The creator introduces the topic by stating, "Debunking the myths," setting a problem-solution/myth-busting framework. Her confident, direct gaze establishes her as an authority figure on the topic. - 00:01–00:03 The creator states the core premise, "Why feeding raw is safer than you think," while visuals show a dog gently taking a treat from a hand, then a woman and child playing with the dog in a grassy yard. This immediately tackles a potential concern (safety) and visually assures the viewer of the dog's well-being and the natural interaction. - 00:03–00:05 The creator opens a bag of Stella & Chewy's Super Beef Dinner Patties and pours them into a dog bowl. This introduces the product and its ready-to-serve format, directly addressing the convenience aspect while stating, "If you're considering a raw diet." - 00:05–00:07 The creator acknowledges a potential user sentiment: "but feeling skeptical, you're not alone!" as she lovingly interacts with her dog who is about to eat. This builds empathy and connects with the viewer's potential reservations. - 00:07–00:09 The creator shares her past skepticism, "I used to feel the same way too," which adds a personal touch and credibility to her upcoming revelations. - 00:09–00:11 She attributes her past skepticism to "misconceptions," with a split screen showing her speaking and the dog looking pensive, implying the dog's previous less-than-ideal diet experience. This transitions into the solution. - 00:11–00:13 The creator introduces Stella & Chewy's as her solution, saying, "That was until I found Stella & Chewy's," with a clear product shot. This is the turning point, presenting the product as the answer to her (and the viewer's) concerns. - 00:13–00:16 The creator explicitly identifies the product as "Freeze-Dried Raw Dinner Patties," showing the packaging and a patty, reinforcing what the product is. - 00:16–00:17 The creator introduces "Myth #1," which is about safety. This clearly structures the ad's content, focusing on the first common concern. - 00:17–00:21 The creator explains Myth #1: "One of the biggest myths about raw feeding is that it's unsafe due to bacteria," with visuals of the dog eating the food and then resting, looking healthy. The visual juxtaposition aims to contradict the "unsafe" claim. - 00:21–00:26 The creator debunks Myth #1 by explaining the "high pressure processing" (HPP) used by Stella & Chewy's, which "neutralizes pathogens." This provides a scientific, functional explanation for safety, with visuals of her preparing the food and the dog eating it. - 00:26–00:28 The creator concludes the debunking of Myth #1 by stating HPP makes the food "safe for your pet," while she's lovingly petting her dog, reinforcing the emotional benefit of safety and trust. - 00:28–00:29 The creator introduces "Myth #2," about convenience, again structuring the ad. - 00:29–00:32 The creator states Myth #2: "Another misconception is that raw feeding is time consuming and inconvenient," as the dog is shown lazily getting up from its bed, implying the effort *could* be high but isn't with this product. - 00:32–00:36 The creator debunks Myth #2 by stating, "but with these patties, that couldn't be further from the truth," showing the dog eagerly eating the patties, directly contradicting the inconvenience myth. - 00:36–00:40 The creator demonstrates the convenience: "You can simply crumble them up or serve them whole," with visuals of her easily crumbling the patties and the dog giving a "paw" for the food. This visually proves the ease of use. - 00:40–00:41 The creator reinforces the convenience with "it is that easy!", smiling and looking at the camera, emphasizing the simplicity for the owner. - 00:41–00:42 The creator introduces "Myth #3," about nutritional balance. - 00:42–00:45 The creator states Myth #3: "Some people believe that raw diets are nutritionally imbalanced," with visuals of the dog scratching and looking closely, potentially hinting at previous dietary issues. - 00:45–00:46 The creator dramatically refutes the myth with "So wrong!" emphasizing the strong disagreement with the misconception. - 00:46–00:51 The creator debunks Myth #3 by explaining, "These patties are formulated to meet all the AAFCO standards for all life stages," offering authoritative proof of nutritional completeness. The dog licks its lips and then lays down, looking content, reinforcing the positive outcome. - 00:51–00:54 The creator concludes the debunking of Myth #3 by stating it ensures "your dog receives all the balanced nutrition that they need," showing her and the child playing with the dog in the yard, connecting nutrition to a healthy, happy life. - 00:54–00:57 The creator reinforces the positive impact: "to thrive!" with visuals of the dog running and playing in a grassy yard, implying vitality. - 00:57–01:01 The creator provides a concluding call to action, "Don't let misconceptions hold you back from giving your dog the healthiest, most natural diet possible," with her speaking directly to the camera, then a split screen of her cuddling the dog and her speaking again. This is a final emotional appeal and summary of the ad's message. - 01:01–01:03 The message "healthiest, most natural diet possible" is reinforced visually with the dog approaching the bag of food in a natural, outdoor setting, emphasizing the "natural" aspect. - 01:03–01:07 The creator reiterates the product name, "Stella & Chewy's Freeze-Dried Raw Dinner Patties," holding the bag up, for clear brand and product recall. - 01:07–01:13 The creator summarizes the product's benefits: "offer a safe, nutritionally balanced, and convenient option that you and your dog are gonna love!" with text overlays highlighting these key benefits. This is a final recap of all the myths debunked. - 01:13–01:19 The creator makes a direct call to action, "Try Stella & Chewy's Freeze-Dried Raw Dinner Patties today and see the difference for yourself," followed by a branded end card with a "SHOP NOW" button. This aims for immediate conversion.

# Ad summary A woman shares 'the secret' to a healthier, happier dog: Stella & Chewy's Freeze-Dried Raw Super Beef Dinner Patties. She highlights that dog parents want the best for their pets, then introduces the product as a solution. The ad showcases the food's high-quality ingredients (95% beef, organ, bone, supplemented with fruits/veg), ease of preparation (just add water), and benefits (wholesome nutrition, high protein, vitamins, minerals, balanced diet). Various clips show the dog enjoying the food and living an active, happy life, emphasizing the product's role in promoting overall health and vitality for dogs of all ages and sizes. The video concludes with a call to action to check out the product. # Brand positioning Stella & Chewy's is presented as a premium, health-conscious pet food brand that deeply understands the bond between pet parents and their dogs. It aims to occupy a space in the consumer's mind as the go-to choice for providing dogs with 'highest quality,' 'minimally processed,' and 'wholesome nutrition.' The brand aligns with values of pet well-being, longevity, and natural feeding. It pushes against the norm of heavily processed pet foods, promoting a raw, freeze-dried approach. The positioning is primarily functional, emphasizing superior ingredients and a balanced diet for health, but it also taps into the emotional desire of pet owners to provide the absolute best for their beloved companions. # Product The product is 'Stella's Super Beef Dinner Patties,' a freeze-dried raw dog food designed to provide wholesome nutrition. It is for dog parents who want their dogs to live healthier and happier lives, and for dogs of all ages and sizes. Explicitly stated details include: 'Freeze-Dried Raw,' 'Stella's Super Beef,' '95% beef, organ & bone,' and 'supplemented with fruits and vegetables.' Key USPs are its minimal processing, high protein content, and enrichment with vitamins and minerals, providing a balanced diet in a convenient freeze-dried form. Use occasions include daily meals, which can be rehydrated with water. The ad addresses the potential purchase barrier of complicated raw feeding by presenting it as a 'convenient freeze-dried form' that delivers a balanced diet. It's pitched as the best nutritious food to ensure a healthier and happier life for your dog. # Visual style The ad has a bright, modern, and friendly aesthetic, blending polished UGC with product-focused commercial elements. Editing features quick cuts between different scenes, often using split screens to show the creator speaking alongside visuals of the dog or product. Transitions are smooth, generally jump cuts between the creator speaking and demonstrating. Pacing is energetic and consistent, typical of short-form social media content. The production quality has a high-quality UGC feel, with clear lighting (likely natural or well-lit indoor spaces), stable handheld camera work, and good audio. It feels authentic and relatable, like content from a trusted influencer rather than a heavily produced commercial. Recurring visual motifs include the creator speaking directly to the camera (often in a brightly lit indoor setting), and frequent shots of the dog engaging in various activities or eating the food. Split screens are a prominent motif. The pacing is fast, with shots changing every 1-3 seconds, contributing to the energetic and engaging feel, maintaining viewer attention. Cuts are timed precisely with the voiceover, and text overlays appear in sync with spoken words or product reveals, enhancing clarity and reinforcing key messages. # Hooks Spoken: The secret to your dog living a healthier life. Text overlay: THE SECRET / to your dog living a / healthier / life Visual: Split screen. Top: Medium close-up of a young adult female (Female 1) with long dark hair, light makeup, wearing a light-colored top, smiling and looking slightly up and to the right, against a plain white wall with a faint doorway outline. She is animated and appears happy. Bottom: Medium close-up of a small to medium-sized dog (black, white, and tan markings, pointed ears) with its head to the right, sniffing a blurred, light-colored object held by a human hand (Female 1's hand with light purple nails) against a white window frame and green plant in the background. The camera is steady. / Split screen. Top: Female 1 maintains her smile and animated expression. Bottom: The dog continues to sniff the blurred object, its tongue slightly out. The blurred object moves closer to its nose. # Funnel stage Consideration # Pain points Dog parents want "to make sure our dogs live as healthy and happy as possible," which implies a general concern about pet health and the desire for optimal well-being, possibly unmet by current feeding options. # Value propositions - The secret to your dog living a healthier life - highest quality, minimally processed food - 95% meat, organ and bone, and supplemented with fruits and vegetables - balanced diet in a convenient freeze-dried form - perfect for dogs of all ages and sizes # Benefits - your dog living a healthier life - your dog gets the wholesome nutrition that they need - promote overall health and vitality - Your dog will live a healthier and happier life # Features - highest quality - minimally processed food - Freeze Dried Raw Beef Dinner Patties - 95% meat, organ and bone - supplemented with fruits and vegetables - High in protein - enriched with vitamins and minerals - balanced diet - convenient freeze-dried form - Perfect for dogs of all ages and sizes # Call to action Go and check them out today!, SHOP NOW (button) # Social proof - Your dog will live a healthier and happier life, thanks to you giving him the best nutritious food. – Female 1 (Creator/Customer) # Point of view - Customer 80% – The creator shares her personal experience and addresses the audience directly as a fellow "dog parent". - Brand 20% – Product details, benefits, and branding are presented through text overlays and the final brand card, delivering official claims. # Storyline - 00:00–00:01 The video opens with a split screen. The top shows Female 1 smiling and looking at the camera, while the bottom shows a dog sniffing a treat. This immediately grabs attention by posing a question ('The secret to your dog living a healthier life') and showcasing an engaging visual of a happy dog, setting a curious and positive tone. The perspective is direct address from Female 1, combined with a customer's intimate interaction with their pet. - 00:01–00:02 Female 1 holds her dog, petting it, and smiling warmly. The text 'healthier life' appears. This reinforces the core message of pet wellness and establishes Female 1 as a loving pet owner, building trust and relatability from a customer's perspective. The tone is affectionate and aspirational. - 00:02–00:04 Split screen. Top shows Female 1 petting her dog on a couch, both relaxed and happy. Bottom shows Female 1 speaking to the camera, stating, 'As dog parents, we all want the same thing.' This frames the problem/desire from a shared customer perspective, creating common ground. The visuals show a loving pet owner interaction, enhancing the emotional connection. - 00:04–00:08 Female 1 continues speaking, 'to make sure our dogs live as healthy and happy as possible.' The visuals transition to show the dog looking out from a balcony, then walking on a leash with Female 1 in a park, and swimming in a pond. This visual montage illustrates the active, joyful life a healthy dog can lead, visually reinforcing the desired outcome. The tone is supportive and empathetic. - 00:08–00:09 Female 1 asks, 'So how can we do this?' This sets up the product as the solution, engaging the viewer with a rhetorical question from a customer perspective. Her expression is thoughtful and inquiring. - 00:09–00:11 Female 1 pulls a red bag of Stella & Chewy's food from a cabinet, holding it up proudly. She explains, 'by feeding them the highest quality, minimally processed food.' This is the pivot to the solution, presented by the customer as a knowledgeable recommendation. The product is introduced visually and verbally. - 00:11–00:13 Female 1 prepares the food, pouring patties into a bowl, then shows the bag next to the bowl. She identifies the product: 'Stella & Chewy's Freeze Dried Raw Beef Dinner Patties.' This is a clear product demonstration and identification, moving from problem to solution in a practical, brand-voice-supported manner (via text overlays). - 00:13–00:16 Female 1 continues explaining the product, holding a patty and showing the bag with ingredients highlighted. She says they 'deliver just that,' referring to the highest quality. This emphasizes the product's promise and its key ingredients from a customer's excited perspective. - 00:17–00:21 Close-up of Female 1 holding a patty, showing the bag, then dissolving the patty in water in a bowl. Text highlights '95% meat, organ, and bone.' This visual demonstration reinforces the ingredient claims and ease of preparation, establishing product quality and convenience. - 00:21–00:24 Female 1 continues speaking to the camera, explaining the food is 'supplemented with fruits and vegetables.' This adds another layer of nutritional benefit, presented by the knowledgeable customer. - 00:24–00:27 The dog eats from a bowl. Female 1 continues: 'these patties ensure your dog gets the wholesome nutrition that they need.' This connects the ingredients to the health benefit and shows the dog actively consuming the product, acting as implicit social proof. - 00:27–00:31 Female 1 speaks to the camera, smiling, saying, 'high in protein and enriched with vitamins and minerals.' This reiterates key nutritional benefits, from the customer's perspective. - 00:28–00:33 The dog eats from a bowl again, then the scene cuts to two dogs playing in water. The voiceover continues, highlighting 'balanced diet.' This continues to demonstrate the product's appeal and the vitality it provides, using a split screen effect. - 00:33–00:35 Female 1 shows a patty to the dog, which eagerly licks its lips. She says 'in a convenient freeze-dried form.' This highlights convenience and palatability, with the dog's reaction serving as strong visual proof. - 00:35–00:38 The dog is seen eating from a bowl, then Female 1 is speaking again, reiterating 'perfect for dogs of all ages and sizes.' This broadens the product's appeal to a wider audience of dog owners. - 00:35–00:37 Two dogs sniff at products in a pet store. This visual reinforces the idea that the product is for all dogs, even those with specific needs, and suggests accessibility. - 00:38–00:41 Split screen of the dog on a couch and looking out a balcony. Female 1 continues, 'these patties are designed to promote overall health and vitality.' This summarises the overarching benefit. - 00:39–00:41 Female 1 pets her dog on a balcony. This intimate moment reinforces the bond and the positive impact of the food. - 00:41–00:44 Female 1 speaking to the camera, 'your dog will live a healthier and happier life.' This is a strong benefit statement, a direct promise to the viewer. - 00:44–00:44 The dog eats from a bowl, Female 1 pets the dog indoors. This reinforces the positive outcome and product interaction. - 00:44–00:46 Female 1 speaks directly to the camera, smiling, 'thanks to you giving him the best nutritious food.' This empowers the viewer and reinforces their role in their pet's well-being. - 00:46–00:47 Female 1 speaks directly to the camera, smiling. This is a final, warm address. - 00:48–00:50 Full screen product shot of 'Stella's Super Beef Dinner Patties' bag with text overlays: 'Stella & Chewy's', 5-star rating, and 'SHOP NOW'. This is a traditional brand-driven call to action with clear branding and purchasing instructions.

# Ad summary An ad for Stella & Chewy's dog food features a dog looking up at a hand offering the food. The ad emphasizes the quality of the ingredients and aims to show pet owners how to feed their dogs like family. # Brand positioning Stella & Chewy's is positioned as a premium pet food brand that prioritizes high-quality, raw ingredients. The brand emphasizes care and dedication to pet nutrition, distinguishing itself by avoiding shortcuts in its food production. The brand's positioning is aimed at pet owners who view their pets as family and want to provide them with the best possible nutrition. # Product Stella & Chewy's Meal Mixers are freeze-dried raw dog food designed to be added to a dog's regular meals. The specific product featured is the Super Beef Recipe. The product is marketed towards dog owners who want to enhance their pet's diet with high-quality, raw ingredients. The product claims to be made with care and without shortcuts, appealing to pet owners who are conscious about the quality of their dog's food. # Visual style The ad features a bright, natural, and inviting visual style. The image is well-lit and the colors are muted and soft, creating a warm and inviting atmosphere. The composition is simple and clean, with a focus on the product and the dog. The overall aesthetic is casual and approachable, suggesting a lifestyle-oriented approach to pet care. # Hooks Headline: Feed Them Like family # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that some pet owners are concerned about the quality of ingredients in their pet's food, and want to ensure their pets are getting the best possible nutrition. The phrase "not shortcuts" suggests a concern about cheaply made or processed pet food. # Value propositions - Freeze-dried raw made with care suggests a high-quality product that prioritizes pet health. # Benefits - Made with care, not shortcuts # Features - Freeze-dried raw # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline is communicating the brand's high level message to the customer. # Storyline - The ad opens with a heartwarming message encouraging viewers to 'Feed Them Like family'. This headline creates an emotional connection by appealing to pet owners who consider their pets as part of their family. The brand is speaking directly to the consumer and establishing a sense of shared values and priorities around pet care, creating an immediate sense of value alignment and interest in the product as a quality option for their pet. - Next, the ad highlights a key functional detail about the food: it's 'FREEZE-DRIED RAW MADE WITH CARE, NOT SHORTCUTS.' This messaging directly communicates the brand’s commitment to quality and care. This assures the consumer that the product is made with attention to detail, positioning it as a premium and healthy option for their dog. - The ad concludes with a visual demonstration, with the dog looking up at the dog food with anticipation. The viewer experiences the moment from the dog's perspective, which emphasizes the appeal of the product. The moment confirms that the dog will be motivated to eat the food, suggesting the value proposition of increased palatability or nutritional completeness.

# Ad summary The ad promotes Stella & Chewy's freeze-dried raw dog food, emphasizing the ease of upgrading a dog's meal with these products. It features a dog eating from a bowl surrounded by various Stella & Chewy's products, and is designed to appeal to pet owners looking for high-quality, convenient meal options. # Brand positioning Stella & Chewy's is presented as a premium pet food brand focused on providing high-quality, freeze-dried raw meals and treats for dogs. The brand is positioned to appeal to pet owners who prioritize their pet's health and nutrition, offering a convenient way to provide a raw diet. By showcasing real ingredients and emphasizing the 'upgrade' to freeze-dried raw, Stella & Chewy's aligns with values of health, quality, and convenience, targeting conscientious pet owners who want the best for their animals. # Product The ad features Stella & Chewy's freeze-dried raw dog food products designed to 'upgrade' a dog's meal. The range includes the 'Magical Dinner Dust' meal topper, 'Mixers', 'Rabbit Dinner Patties', and 'Meat Liver Treats'. These products are presented as convenient ways to add raw nutrition to a dog's diet. The 'Magical Dinner Dust' comes in a pouch format and the 'Mixers' come in a bag. The 'Rabbit Dinner Patties' are shown stacked in disc form, and the 'Meat Liver Treats' come in treat form. The freeze-dried raw format is intended to address purchase barriers related to the mess and difficulty of preparing raw food, offering a convenient and easy-to-serve alternative. The focus is on making it easy for pet owners to enhance their dog's meals with high-quality, raw ingredients. # Visual style The ad has a bright, clean, and inviting visual style. The image is well-lit, creating a clear and appealing presentation of the products and dog. The layout is simple and uncluttered, with a focus on showcasing the product range and the dog's enjoyment. The heart shapes on the left and right of the dog's head contribute to the overall aesthetic, which could help with scannability in the feed. # Hooks Headline: Upgrade Their Meal With Freeze-Dried Raw # Funnel stage Consideration # Pain points None used. # Value propositions - Offering freeze-dried raw as a way to upgrade their meal. # Benefits - Upgrade Their Meal # Features - Freeze-Dried Raw # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is from the brand's perspective, promoting its freeze-dried raw dog food products and their benefits. # Storyline - The ad begins by highlighting the key value proposition: 'Upgrade Their Meal With Freeze-Dried Raw,' which is displayed at the top of the image. This aims to immediately capture attention and communicate the primary benefit of the advertised products. The brand is conveying that freeze-dried raw food is an upgrade to a dog's current diet. - A dog is shown enthusiastically eating from a bowl, positioned in the center of the image. The visual of the dog enjoying the food aims to create a positive association with the products and demonstrate their palatability. The scene is from the dog's point of view. - Various Stella & Chewy's products surround the dog and the bowl of food. This showcases the product range and highlights the different formats and flavors available. The brand is telling the audience about its product offerings.