How The Farmer's Dog Advertises on Meta

# Ad summary This ad showcases George, a 13-year-old dog, and highlights how The Farmer's Dog food has positively impacted his health and well-being. The ad aims to resonate with senior dog owners by showcasing George's improved mobility and energy levels, suggesting similar benefits can be achieved with The Farmer's Dog food. # Brand positioning The Farmer's Dog is presented as a brand focused on improving the health and well-being of dogs through fresh, high-quality food. The brand positions itself as a solution for senior dogs facing age-related health challenges. The ad focuses on functional benefits such as weight loss and improved mobility, aligning with pet owners who prioritize their dogs' health. # Product The featured product is The Farmer's Dog food, specifically tailored for senior dogs. The food is described as fresh and beneficial for supporting healthy aging, evidenced by the dog in the ad losing close to 30 pounds and improving mobility. The food is implied to be made with high-quality ingredients. The brand addresses the purchase barriers by offering 50% off the first box, encouraging customers to try the product. # Visual style The ad has a UGC feel with a mix of indoor and outdoor shots. The editing style includes quick cuts to show the dog's transformation and energy. The pacing is relatively fast. The visuals support the tone by showing the dog in various everyday settings, emphasizing its improved quality of life. # Hooks Spoken: 00:00–00:02 It's a lot to be carrying 40 pounds up and down the stairs. Text overlay: 00:00–00:03 Is Your Senior Dog Slowing Down? / 00:00–00:03 George / 00:01–00:03 Age 13 Visual: 00:00–00:03 The shot features a first-person perspective of someone walking up concrete stairs with a gray and white dog on a blue leash. The person is wearing a black jacket, and their hand holding the leash is visible. The dog is walking up the stairs. The setting appears to be an indoor stairwell with gray walls. The text overlay reads "Is Your Senior Dog Slowing Down?" and "George Age 13". The lighting is dim, creating shadows on the stairs. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of senior dogs slowing down due to age-related health issues: "Is Your Senior Dog Slowing Down?" # Value propositions - The food helps improve the health and vitality of senior dogs, allowing them to maintain a youthful appearance and energy level. # Benefits - Dog lost close to 30 pounds total - People don't guess that he's 13 # Features - Food that supports healthy aging # Call to action None used. # Social proof - "He's lost close to 30 pounds total... which is really a testament to the Farmer's Dog" – Female 1 (Customer) - "People don't guess that he's 13 when we're like walking down the street. They think he's a puppy." – Female 1 (Customer) # Point of view - Customer 40% – The customer POV is communicated through testimonials and statements about the product's effectiveness. - Brand 60% – The brand POV is communicated through product claims, promotional offers, and a positive slogan. # Storyline - 00:00–00:03 00:00–00:03 A person is walking up the stairs with a dog. The text overlay reads "Is Your Senior Dog Slowing Down?" The person is walking up the stairs as their senior dog follows. The ad is introducing the problem of senior dogs slowing down due to age. - 00:03–00:05 00:03–00:05 A dog is running indoors, and the text overlay reads "30 lbs lost!" The text overlay and visuals show that the dog has lost a significant amount of weight and seems more energetic. The ad is showcasing a positive transformation. - 00:05–00:10 00:05–00:10 Two women are sitting on a couch with the dog, petting it. The text overlay reads "Get 50% off food that supports healthy aging." The dog is a testament to The Farmers Dog and the difference that the food made to the health journey of the dog. The perspective is that of the customer and is conveyed through their testimonials. - 00:10–00:12 00:10–00:12 A shot of a glass bowl filled with dog food with the text overlay, "Get 50% off food that supports healthy aging." The ad continues highlighting the benefits of the product and offers a discount to encourage purchase. - 00:12–00:13 00:12–00:13 A dog is running on a bridge. The ad highlights the dog's improved mobility and vitality. It emphasizes that people don't guess that the dog is 13 years old, underscoring the effectiveness of the product. - 00:13–00:18 00:13–00:18 A dog is running on the beach with other dogs and the text overlay reads, "Long Live Dogs," and "First Box = 50% off." The perspective is that of the brand and is conveyed through the slogan and promotional offer.

# Ad summary An image ad for The Farmer's Dog, featuring a black dog with its tongue out next to a box from the company. The ad promotes a limited-time offer of 50% off the first box, encouraging new customers to try the service. # Brand positioning The Farmer's Dog is positioned as a provider of fresh, real food for dogs, delivered directly to the customer. The brand appears to appeal to dog owners who prioritize the health and well-being of their pets, emphasizing the quality and convenience of their subscription service. The brand promises to provide a convenient solution that aligns with a pet owner's care and attention to their dog's dietary needs. # Product The Farmer's Dog delivers fresh, ready-to-serve meals for dogs through a subscription service. The ad features a box of the product, emphasizing that it contains real food, made fresh, and delivered to the customer's door. The product aims to solve the problem of busy dog owners needing a convenient way to provide nutritious meals for their pets. The main selling point is providing a fresh, healthy alternative to traditional dry or canned dog food. # Visual style The visual style of the ad appears to be clean and bright, with a focus on natural lighting and a home-like setting. The image has a well-lit appearance with soft, diffused lighting and a warm color palette. The composition is simple and straightforward, focusing on the product and the dog to convey a sense of trustworthiness. # Hooks Headline: Never too late for a fresh start # Funnel stage Middle of funnel (Consideration) # Pain points The ad does not explicitly mention a pain point, but it implicitly addresses the challenge of finding or preparing healthy and convenient dog food. # Value propositions - Real food delivered fresh # Benefits - Fresh start # Features - Real Food - Made Fresh - Delivered # Call to action None used. # Social proof - The dog shown is happily waiting for the food, implying the food is good and dogs like it. # Point of view - Brand: The brand is speaking directly to potential customers, highlighting its key attributes and benefits. - Customer: The ad offers a potential solution for customers seeking convenient and healthy meal options for their dogs. - Customer: The dog is shown with its tongue out, which implies the meal is tasty. # Storyline - The ad opens with a promotional message, 'Never too late for a fresh start,' which suggests it's always a good time to improve your dog's diet. The brand is setting the stage to make its product relevant, and is speaking from a direct advertising perspective. - The storyline introduces an offer: 'Get 50% off your first box'— a clear incentive for potential customers to try The Farmer's Dog. The offer makes the brand seem financially accessible and risk-free for first-time purchasers. The brand is speaking directly to the customer in an effort to prompt a purchase. - The ad features a box from The Farmer's Dog, emblazoned with the brand's logo and core message: 'Real Food. Made Fresh. Delivered.' This serves to reinforce the brand's commitment to quality and convenience, highlighting the main benefits of the product. The brand is communicating a clear and concise message to showcase its value proposition and visual branding. - A happy dog with its tongue out is seen next to the box, presumably excited about the food. The dog visually confirms that it is a good product and worth trying. The dog is the focus and is shown in a positive setting that illustrates the enjoyment of the product.

# Ad summary This video ad for The Farmer's Dog showcases multiple dog owners sharing their positive experiences with the brand's fresh, human-grade dog food. It highlights the transformation of dogs from being lethargic or picky eaters to energetic and excited for mealtime, emphasizing the food's transparency, customization based on individual dog needs, and the convenience of home delivery and easy storage. The ad uses customer testimonials and visual demonstrations to build trust and illustrate the benefits of switching to The Farmer's Dog. # Brand positioning The Farmer's Dog is positioned as a premium, health-conscious pet food brand that prioritizes transparency and quality, offering human-grade food. It aims to occupy a space in the consumer's mind as a trustworthy and caring solution for pet nutrition, aligning with values of pet well-being and natural ingredients. The brand pushes against traditional pet food norms by emphasizing fresh, visible ingredients and customized meal plans, appealing to owners who view their pets as family members and seek the best for them. Its positioning is both functional, providing tailored nutrition and convenience, and emotional, fostering happiness and health for pets and peace of mind for owners. # Product The product is fresh, human-grade dog food, delivered directly to the customer's door. It works by providing customized meal plans based on the dog's age, weight, and activity level. The food is for dog owners who want to ensure their pets receive high-quality, transparently sourced nutrition. Explicit details include "human-grade food," "full transparency on everything that's in the food," and visible ingredients like "broccoli, carrots." USPs are the human-grade quality, full ingredient transparency, and personalized meal plans. Use occasions include daily mealtime, transforming picky eaters, and improving overall dog health and energy. Purchase barriers addressed include concerns about unknown ingredients in traditional pet food and the difficulty of finding suitable food for picky dogs. The ad shows "Maya's Turkey Recipe" and "Chanel's" (likely another recipe). # Visual style The ad features a scrappy, UGC-like aesthetic with a polished commercial feel, creating a hybrid production quality. The editing style is characterized by quick cuts, with shots typically lasting 1-2 seconds, maintaining a fast and engaging pace. There are no smooth transitions; instead, jump cuts are used to move rapidly between scenes and speakers. The pacing is consistently fast throughout the ad, with a high number of cuts per minute, which keeps the viewer's attention. The audio-visual sync is strong, with cuts often timed to the voiceover lines and text overlays appearing precisely when the corresponding spoken information is delivered. The visual motif is primarily handheld or tripod-mounted shots from a customer's perspective, often at dog-eye level or showing direct interaction with pets, contributing to an authentic and relatable tone. Natural lighting is predominantly used, enhancing the genuine feel. # Hooks Spoken: I love that it's human-grade food. Text overlay: The secret to going from this to THIS / I love that it's / human-grade food Visual: A white husky with blue eyes lies on a light gray patterned rug, looking tired. The camera is handheld, slightly above the dog, looking down. The background shows a light-colored couch leg and a wall. / The same white husky runs on a vibrant green lawn under a blue sky with white clouds, carrying a red rubber toy in its mouth. The camera is handheld, following the dog from a low angle. Houses and trees are visible in the background. # Funnel stage Consideration # Pain points Unhealthy or unhappy pets due to poor diet. Visual: A white husky lying lazily on a rug, looking tired (00:00–00:01). Visual: A poodle-mix dog turning away from a bowl of dry kibble (00:20–00:21). # Value propositions - "human-grade food" - implies high quality and safety. - "full transparency on everything that's in the food" - builds trust and peace of mind. - "so I know exactly what's going into their bodies" - empowers owners with knowledge and control. - "based on Maya's Age, Her weight, Her activity level" - offers personalized nutrition for optimal health. - "They lick their bowls clean" and "they can't wait for dinner time" - ensures dogs enjoy their food, solving picky eating. - "mail it straight to your doorsteps, easy to store in your refrigerator or freezer" - provides convenience and ease of use. - "they truly care and they will help you find the perfect meal plan for your dog" - emphasizes customer support and tailored solutions. # Benefits - know exactly what's going into their bodies - They lick their bowls clean - they can't wait for dinner time - Lulu stopped being picky - she's always excited about mealtime - dogs are healthy and happy # Features - human-grade food - full transparency on everything that's in the food - based on Maya's Age - Her weight - Her activity level - mail it straight to your doorsteps - easy to store in your refrigerator or freezer - perfect meal plan for your dog # Call to action None used # Social proof - "I love that it's human-grade food" – Female 1 (Customer) - "There's full transparency on everything that's in the food so I know exactly what's going into their bodies." – Female 1 (Customer) - "They lick their bowls clean, they can't wait for dinner time." – Female 1 (Customer) - "It's based on Maya's age, her weight, her activity level. It's been absolutely amazing." – Male 1 (Customer) - "Lulu stopped being picky and she's always excited about mealtime." – Female 3 (Customer) - "They mail it straight to your doorsteps, easy to store in your refrigerator or freezer and we couldn't feed anything else to our dogs." – Male 2 (Customer) - "What I love about The Farmer's Dog is that they truly care and they will help you find the perfect meal plan for your dog." – Male 3 (Customer) # Point of view - Customer 95% – The majority of the ad features various dog owners speaking directly to the camera or providing voiceovers about their personal experiences and satisfaction with the product. - Brand 5% – Product packaging and close-ups of the food itself are shown, representing the brand's direct presentation of its offering. # Storyline - 00:00–00:01 The ad opens with a white husky lying lazily on a rug, looking tired. This establishes a "before" state, implying a dog that might be lacking energy or enthusiasm, setting up a problem that the product will solve. The tone is subdued. - 00:01–00:02 The scene quickly cuts to the same white husky running energetically on a grassy lawn, holding a red toy. This is the "after" state, showing a vibrant, happy dog, directly contrasting the previous shot and immediately presenting the desired outcome. The tone shifts to energetic and positive. - 00:02–00:04 The husky continues to run on the lawn, now with its back to the camera, near a lake. This reinforces the "after" state of an active dog, continuing the positive transformation narrative. The voiceover begins to explain the product's benefits from a customer's perspective. - 00:04–00:06 A female owner sits on a couch, holding a small corgi-mix dog, speaking directly to the camera. She explains her satisfaction with the food's human-grade quality and transparency. This introduces a customer testimonial, providing a personal endorsement and building trust. The tone is informative and reassuring. - 00:06–00:07 The corgi-mix dog is shown licking a white bowl clean on a light wooden floor. This visually demonstrates the dog's enjoyment and the food's palatability, reinforcing the owner's claim about the food's appeal. - 00:07–00:09 A close-up of the corgi-mix dog's face, licking its nose, followed by another dog looking up expectantly. This further emphasizes the dogs' enjoyment and anticipation of the food, showing their positive reaction. - 00:09–00:11 The white husky from the opening is shown eating from a metal bowl, with a package of "Maya's Turkey Recipe" next to it. The owner points out visible ingredients. This provides a direct product demonstration, showcasing the food's appearance and quality, and reinforcing transparency. - 00:11–00:13 A close-up shot of the dog food in the bowl, clearly showing chunks of broccoli and carrots. This visually confirms the "human-grade" and "transparent ingredients" claims, allowing viewers to see the quality for themselves. - 00:13–00:14 A male owner sits on a couch with a female, petting the white husky. He explains that the food is customized. This introduces another customer testimonial, highlighting a key feature (customization) and showing a happy pet owner. The tone is informative and appreciative. - 00:14–00:17 The white husky is shown in three different poses (lying down, rolling on its back, playing with the male owner), while the male owner's voiceover explains the customization factors (age, weight, activity level). This visually illustrates the factors considered for customization, making the benefit tangible and relatable to pet owners. - 00:17–00:19 A hand holds a bowl of the dog food, with the white husky sitting expectantly in the background. The male owner states the food has been "absolutely amazing." This provides a visual of the prepared food and a strong positive endorsement, reinforcing the product's effectiveness. - 00:19–00:20 A female owner sits on a chair, holding a small poodle-mix dog, speaking to the camera. She explains her dog "Lulu" stopped being picky. This introduces a new customer testimonial, addressing a common pain point (picky eaters) and showcasing a specific benefit. - 00:20–00:21 The poodle-mix dog "Lulu" is shown looking at a bowl of dry kibble, then turning away. This visually demonstrates the "picky eater" problem, making the previous statement more impactful. - 00:21–00:23 The poodle-mix dog "Lulu" is shown excitedly wagging its tail and jumping as a hand presents a bowl of The Farmer's Dog food. This provides a clear "before and after" for picky eating, showing Lulu's enthusiastic reaction to the new food. - 00:23–00:24 A male owner and a female owner sit on the floor with two small dogs, speaking to the camera. The male owner discusses the convenience of delivery. This introduces another customer testimonial, highlighting the practical benefit of home delivery. - 00:24–00:26 A female hand organizes multiple packages of The Farmer's Dog food in a refrigerator drawer. The male owner's voiceover explains easy storage. This visually demonstrates the convenience of storage, addressing potential concerns about fresh food logistics. - 00:26–00:28 A person spoons The Farmer's Dog food from a package into a white bowl. The male owner's voiceover expresses strong loyalty to the brand. This shows the simple preparation process and reinforces the strong positive sentiment from the customer. - 00:28–00:29 Two small dogs (one white, one black) look up expectantly at the camera, then jump towards the food bowl. This reinforces the dogs' excitement for the food, mirroring earlier shots and building on the theme of mealtime anticipation. - 00:29–00:30 A male owner walks through a field with a box of The Farmer's Dog, followed by a golden retriever. He begins to explain what he loves about the brand. This introduces a new customer testimonial, setting a natural, outdoorsy scene. - 00:30–00:31 The male owner holds up three clear plastic packages of "Teddy's Turkey Recipe" from The Farmer's Dog in the same field. He continues to speak about the brand's care. This provides a clear product shot in a natural setting, reinforcing the brand's commitment to quality. - 00:31–00:32 The male owner kneels in a grassy area, holding a small white goat, while a poodle-mix dog stands on its hind legs, interacting with him. He speaks about the brand's care. This unusual visual emphasizes the owner's love for animals and the brand's connection to animal welfare, adding a unique, heartwarming touch. - 00:32–00:34 A close-up of the poodle-mix dog eating enthusiastically from a metal bowl. The male owner's voiceover explains the personalized meal plan. This visually confirms the dog's enjoyment and reinforces the customization aspect. - 00:34–00:35 The poodle-mix dog sits on a green lawn, looking at the camera, with its tongue slightly out. This final shot leaves a lasting impression of a happy, well-fed dog, concluding the ad on a positive and satisfying note.

# Ad summary This ad for The Farmer's Dog targets owners of overweight dogs. It uses a before-and-after format to showcase the potential weight loss benefits of their fresh, pre-portioned meals, emphasizing the expertise of veterinary nutritionists in their development. # Brand positioning The Farmer's Dog is presented as a premium dog food brand focused on health and nutrition. The brand positions itself as a solution for pet owners concerned about their dog's weight, offering fresh, pre-portioned meals developed by veterinary nutritionists. This suggests a commitment to scientific expertise and high-quality ingredients, differentiating it from standard commercial dog food brands. The brand aims to occupy the space of a health-conscious, trustworthy provider of customized dog nutrition, appealing to owners who prioritize their pet's well-being and are willing to invest in specialized care. # Product The Farmer's Dog offers fresh, pre-portioned meals for dogs, designed to address weight issues. The meals are developed by veterinary nutritionists, implying a focus on scientific formulation and nutritional balance. The ad targets owners of overweight dogs, suggesting the product is a solution for weight management. The key selling point is the combination of fresh ingredients and expert formulation, addressing the purchase barrier of skepticism about commercial dog food quality. The ad highlights the potential for visible transformation, as shown in the before-and-after photos. # Visual style The ad has a clean and straightforward visual style, using a before-and-after comparison to highlight the product's effectiveness. The production quality appears to be moderately polished, with clear photos and simple graphic elements. The visual motif is a side-by-side comparison, emphasizing the transformation. The image treatment includes background removal and consistent lighting. The typography is large and bold, ensuring scannability. The style contrasts with platform-native content, aiming to stand out in the feed with its direct and informative approach. # Hooks Headline: Overweight dog? Try this # Funnel stage Middle of funnel # Pain points The central pain point is the frustration and concern of dog owners whose pets are overweight. The ad directly addresses this with the question, "Overweight dog?" # Value propositions - Fresh, pre-portioned meals developed by veterinary nutritionists: This combines the features of fresh ingredients, convenient portioning, and expert formulation to offer a value proposition of high-quality, scientifically-backed nutrition for dogs. # Benefits - Weight loss for overweight dogs # Features - Fresh meals - Pre-portioned meals - Developed by veterinary nutritionists # Call to action None used. # Point of view - Brand: The brand is telling the story of how their product can help overweight dogs lose weight. # Storyline - The ad opens with a question, "Overweight dog? Try this", immediately identifying the target audience and presenting a problem. This is told from the brand's perspective, aiming to capture the attention of dog owners concerned about their pet's weight and introduce the brand as a potential solution. - The ad then highlights the product offering, "FRESH, PRE-PORTIONED MEALS", emphasizing the quality and convenience of The Farmer's Dog food. This is told from the brand's perspective, showcasing the key features of their product and positioning it as a desirable option for dog owners. - The ad presents a visual comparison with "BEFORE" and "AFTER" photos of a dog, demonstrating the potential weight loss results of using The Farmer's Dog food. This is told from the customer's perspective, showing the tangible benefits of the product and building trust through visual evidence. - The ad reinforces the brand's credibility by stating, "Developed by veterinary nutritionists", highlighting the expertise behind the product formulation. This is told from the brand's perspective, emphasizing the scientific backing and trustworthiness of their product. - The ad includes a disclaimer, "Results may vary.", acknowledging that individual outcomes may differ. This is told from an external source perspective, adding a layer of transparency and managing expectations.

# Ad summary This ad presents The Farmer's Dog brand dog food as a way to help overweight dogs live healthier lives. The ad uses text and simple animation to highlight a dog named Eduardo losing 15 lbs on The Farmer's Dog, and how dogs at a healthy weight can live longer. The ad ends with an offer of 50% off your first box. # Brand positioning The Farmer's Dog positions itself as a healthier alternative to traditional kibble dog food. The brand seems to occupy the premium space in the pet food market, offering fresh food that leads to health benefits for dogs like weight loss and increased lifespan. By showcasing real ingredients and weight loss results, the brand highlights that they are a high-quality option, suggesting that it goes against the low-quality, processed nature of typical kibble. This brand promotes a lifestyle centered around responsible and caring pet ownership. # Product The Farmer's Dog offers fresh dog food as an alternative to traditional kibble. The ad highlights that dogs can lose weight and live longer with this food. The product is described as fresh and is contrasted with kibble, implying it's a healthier option. The ad presents Eduardo, a dog who lost 15 pounds on The Farmer's Dog. The ad encourages viewers to "Start them fresh today." # Visual style The ad has a clean and simple aesthetic with a focus on clarity. The editing style uses static shots and smooth transitions. The production quality is polished, giving a professional feel. The ad has a consistent pacing, with cuts timed to music beats. The visuals support the messaging by clearly showcasing the product and its benefits. # Hooks Spoken: 00:00–00:04 [Upbeat] A little less chunk can mean a lot more time Text overlay: 00:00–00:04 A little less chunk can mean a lot more time / 00:00–00:04 15 lbs lost! / 00:00–00:04 Eduardo / 00:00–00:04 Kibble / 00:00–00:04 The Farmer's Dog Visual: 00:00–00:04 The background is a tan-colored wall. In the center of the frame is an overweight tricolor beagle-type dog named Eduardo sitting in profile. A graphic to the top left reads "15 lbs lost!" There is a side-by-side comparison of kibble and The Farmer's Dog, with bowls and names below. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that pet owners struggle with ensuring their dogs maintain a healthy weight. This can lead to a reduced lifespan for their pets. The ad shows an overweight dog named Eduardo. # Value propositions - Helps overweight dogs lose weight and live longer. # Benefits - Dogs at a healthy weight can live 2.5 years longer # Features - Fresh dog food # Call to action Start them fresh today. # Social proof - The ad visually features a specific dog, Eduardo, who "lost 15lbs!" This highlights a tangible weight loss success story. # Point of view - Brand 100% – The ad uses text and visuals to present the brand's claims and offers. # Storyline - 00:00–00:04 00:00–00:04 The ad presents a side-by-side comparison of "kibble" and "The Farmer's Dog" in bowls, linked to a photo of a dog named Eduardo. The ad states, "A little less chunk can mean a lot more time" and "Dogs at a healthy weight can live 2.5 years longer." This moment is from the brand's POV, highlighting the benefits of their food compared to typical kibble. The animation suggests the idea that The Farmer's Dog offers a path to weight loss and longer life for dogs, and the sad-looking dog in the photo adds a sympathetic angle. - 00:04–00:07 00:04–00:07 The image of Eduardo transitions from an overweight dog to a version of the same dog with a healthier weight. This continues to be from the brand's POV, visually demonstrating the weight loss benefit of switching from kibble to Farmer's Dog. - 00:07–00:12 00:07–00:12 The screen transitions to a shot of Farmer's Dog food, and the text states, "Start them fresh today. 50% off *your first box." This is from the brand's POV, presenting a clear call to action and offer to encourage viewers to try the product.

# Ad summary This ad features a dog owner discussing the importance of a healthy diet for her large dog, recommending The Farmer's Dog. She emphasizes its natural ingredients and suitability for athletic dogs, highlighting her dog's athletic build. # Brand positioning The Farmer's Dog positions itself as a provider of natural, high-quality food tailored to meet the specific dietary needs of athletic or large dogs. The brand emphasizes the importance of a healthy diet for optimal canine health, implying a commitment to using natural ingredients to support the physical well-being of dogs. This positioning suggests that The Farmer's Dog is targeting dog owners who prioritize their pet's health and view their dogs as athletes or active companions. # Product The Farmer's Dog provides natural food formulated specifically for athletic dogs or large dog breeds. The dog food is described as all-natural and categorized to support the dietary requirements of active dogs, contributing to their athletic build and overall health. The ad does not state the exact ingredients but emphasizes that the product aligns with the needs of tall, lanky dogs with an athletic build, which is intended to help them live the best life possible. # Visual style The ad has a casual, UGC-style aesthetic. The setting is a cozy, lived-in room. The editing consists of simple cuts between shots. The production quality suggests it was filmed on a smartphone. Pacing is slow and conversational to match the testimonial format. # Hooks Spoken: Female 1: What is important to you when taking care of a big dog? Text overlay: 00:00–00:03: What is important to you when taking care of a big dog? Visual: 00:00–00:03: A medium shot of a light-skinned young woman with long blonde hair wearing a black shirt and jeans, sitting on a colorful floral patterned couch in a room with dark red walls. She is holding a large Australian Shepherd dog who is jumping around playfully. On a nearby coffee table are books and scattered photos. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point implied is that pet owners want the best possible health and care for their large dogs, but finding the right diet can be challenging. # Value propositions - Provides a diet categorized for an athletic dog that contributes to the dog living the best life possible. # Benefits - A healthy diet. - Best life he could have. # Features - All-natural food - Categorized for an athletic dog # Call to action None used. # Social proof - Everyone says he like has an 'athletic build' when they see him – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a dog owner sharing her experience and insights. # Storyline - 00:00–00:03 The ad begins with a question about the important aspects of caring for a big dog to engage the viewer and set the context for the topic. - 00:03–00:10 The woman states that a healthy diet is important, specifying The Farmer's Dog as a brand that provides food categorized for athletic dogs. - 00:10–00:12 She elaborates that the food is all-natural. - 00:12–00:16 She shares that others comment on her dog's athletic build. - 00:16–00:18 She shares that others comment on her dog's tall, lanky build. - 00:19–00:21 She explains that she wants to give her dog the best life possible. - 00:21–00:23 The ad concludes with a promotion for The Farmer's Dog, reinforcing the message of providing a good life for big dogs.

# Ad summary This image ad for The Farmer's Dog features a basset hound walking towards the camera with a box of The Farmer's Dog food in the background. The ad highlights the brand's ability to support healthy aging in dogs and offers 50% off the first box of fresh food. # Brand positioning The Farmer's Dog is presented as a provider of fresh, healthy dog food that supports healthy aging. The brand positions itself as a premium option, emphasizing the clinical benefits of its food. The brand aims to occupy the space of a health-conscious, caring pet owner who prioritizes their dog's well-being and longevity. The brand pushes against the norms of traditional, processed dog food by offering fresh, human-grade ingredients. # Product The product being advertised is The Farmer's Dog fresh dog food, delivered in a cardboard box. The food is designed to support healthy aging in dogs. The ad highlights the freshness of the food and implies that it is made with high-quality ingredients. The product is for dog owners who want to provide their pets with a nutritious diet that promotes long-term health. The ad addresses the purchase barrier of cost by offering 50% off the first box. # Visual style The ad has a polished, studio-shot production quality. The visual motifs include a clean, modern design with a focus on natural elements. The image treatment includes bright lighting and natural color grading. The typography is large and bold, making it easy to read. The style is designed to be eye-catching and informative, with a focus on the product's benefits. # Hooks Headline: Clinically Shown to Support Healthy Aging # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional dog food may not be the best option for supporting healthy aging, suggesting that pet owners may be concerned about the long-term health of their dogs. "Clinically Shown to Support Healthy Aging" # Value propositions - Clinically Shown to Support Healthy Aging - 50% off your first box of fresh food! # Benefits - Support Healthy Aging # Features - Clinically Shown to Support Healthy Aging - Fresh food # Call to action None used. # Social proof - None used. # Point of view - Brand: The headline and offer are presented from the brand's perspective, highlighting the product's benefits and incentives. - Customer: The image of the dog walking towards the camera implies the dog's excitement and satisfaction with the product, representing the customer's perspective. # Storyline - The ad opens with a headline stating that the product is "Clinically Shown to Support Healthy Aging," immediately establishing the product's primary benefit from the brand's perspective. - The ad then offers "Get 50% off your first box of fresh food!" to incentivize trial, from the brand's perspective. - The visual shows a basset hound walking towards the viewer, presumably excited about the arrival of its Farmer's Dog delivery, from the dog's perspective.

# Ad summary The Farmer's Dog ad features the co-founder Brett, explaining that big dogs often live shorter lives so each day and meal is impactful. The ad shows how the Farmer's Dog customized meal plans ensure dogs get the necessary calories and nutrients for the day and that the meal plans can be adjusted as activity levels change. It ends with the discount 'Long Live Big Dogs. First Box = 50% Off'. # Brand positioning The Farmer's Dog is positioned as a premium, personalized dog food service, standing apart from generic kibble. They emphasize quality and customization to ensure dogs receive optimal nutrition tailored to their specific needs. They aim to occupy the space of expert-guided, health-focused pet care, rather than mass-market convenience, and promote a lifestyle where pet health is prioritized. They buck traditional dog food norms by delivering fresh, human-grade meals directly to the customer, contrasting with the dry, processed food found in stores. # Product The Farmer's Dog is a customized dog food delivery service. After answering important questions about your dog, the service creates personalized meal plans to meet each dog's caloric needs. This customization takes into account factors beyond just weight, like caloric expenditure, and can be adjusted easily as the dog's activity level changes. The service delivers pre-portioned meals that are prepared in human-grade facilities and are optimized for the dog's breed, size, activity level, and dietary needs. The product ensures your dog is 'definitely gotten all the calories they need for the day.' # Visual style The ad has a clean, natural aesthetic. The speaker is well-lit, creating a polished but not overly produced feel. The shots of the dogs are natural and inviting. The editing is smooth and paced to the speaker's lines. # Hooks Spoken: 00:00–00:05 Dogs in general don't live long enough. It's just a testament to how much we love dogs that we sign up for that. Text overlay: 00:00 / Co-founder of The Farmer's Dog Visual: 00:00–00:07 A medium shot shows Brett, a fair-skinned man with short dark hair with graying sides, a trimmed beard, and brown eyes, sitting in front of a cream-colored wall. He is wearing a white t-shirt and a brown wool zip-up sweater. He is centered in the frame. Behind him is a framed piece of art that depicts a Rottweiler and the lower half of a person wearing black shoes. The room is well lit. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional dog food feeding guidelines are inadequate because they only take into account the dog's weight and not their caloric expenditure each day. # Value propositions - Personalized nutrition: Custom meal plans tailored to individual dog needs ensure optimal health and weight management. - Convenience and peace of mind: Pre-portioned meals delivered directly to your door eliminate guesswork and worry about feeding. - Flexibility: Easily adjustable plans adapt to changes in activity level, ensuring consistent caloric intake. # Benefits - Ensures dogs get all the calories they need for the day - Helps dogs maintain a healthy weight - Easy to know that your dog is definitely gotten all the calories that they need for the day - Meal plans can be adjusted as activity levels change # Features - Customized dog food delivery service - Personalized meal plans - Human-grade ingredients - Pre-portioned meals - Meal plans can be adjusted as activity levels change # Call to action None used. # Social proof - "I personally am a big dog owner!" – Brett (Co-founder of The Farmer's Dog) # Point of view - Brand 100% – The ad is delivered by the brand's co-founder, who explains the shortcomings of traditional kibble feeding guidelines and positions his company as a superior alternative. # Storyline - 00:00–00:07 00:00–00:07 Brett, Co-founder of The Farmer's Dog, appears on screen to express that dogs generally don't live long enough, and it's a testament to how much we love dogs that we sign up for that. He says that he is a 'Big Dog Owner!' and the tone is heartfelt and relatable as he establishes his credentials. - 00:07–00:14 00:07–00:14 Brett continues to describe that he has a Rottweiler and a Goldendoodle, whose name are Darla and Pablo and shares that the Goldendoodle is significantly larger than the Rottweiler, which was surprising. The tone is casual and humorous as he shares his personal anecdotes. - 00:15–00:23 00:15–00:23 He explains that big dogs typically live shorter lives than small dogs, meaning each day and meal is perhaps even more impactful. The tone is sympathetic, emphasizing the importance of caring for your big dog. - 00:23–00:33 00:23–00:33 He reiterates that it's something that needs a lot of attention because dogs at a healthy weight can live up to 2.5 years longer. The tone here is informative and caring as the brand builds credibility around health benefits. - 00:33–00:47 00:33–00:47 Brett explains that when reading the back of a bag of kibble that says to feed this much if your dog is between this weight, it is only taking into account the dog's weight and not their caloric expenditure each day. He shifts tonally to a problem/solution-oriented approach as he explains the shortfalls of traditional feeding guidelines. - 00:47–00:55 00:47–00:55 Brett says that The Farmer's Dog asks important questions about your dog, so you don't have to wonder or worry if the dog has gotten all the calories they need for the day. The tone is confident and reassuring. - 00:55–01:07 00:55–01:07 Brett says that in the event that their activity level picks up or they're doing less activity, The Farmer's Dog can adjust for you easily. The tone is reassuring and informative. - 01:07–01:12 01:07–01:12 A Rottweiler is shown running down the hall towards Brett. A text overlay says, 'Long Live Big Dogs. First Box = 50% Off'. The Rottweiler jumps on Brett's lap and he pets it. The tone is joyful and ends on a clear offer to the viewer.

# Ad summary This ad for The Farmer's Dog features a dog in a snowy forest setting, emphasizing the brand's fresh food plans that are clinically shown to support healthy aging. The ad aims to resonate with dog owners who prioritize their pets' health and well-being, especially as they age. # Brand positioning The Farmer's Dog is presented as a provider of fresh food plans for dogs, with a focus on supporting healthy aging. The brand positions itself as a clinically proven option, suggesting a science-backed approach to pet nutrition. This appeals to pet owners who prioritize their dog's health and well-being, particularly as they enter their golden years. The brand aims to occupy a space in the consumer's mind as a reliable and effective solution for maintaining their dog's health through fresh, nutritious food. # Product The product being advertised is The Farmer's Dog fresh food plan, specifically Ozzy's Turkey Recipe. It is a pre-portioned, ready-to-serve meal designed to support healthy aging in dogs. The packaging is a clear plastic bag that allows the food's contents to be visible. The label includes the brand name, recipe name, and feeding instructions. The product is targeted towards dog owners who want to provide their pets with a healthy and balanced diet, especially as they age. The ad addresses the purchase barrier of convenience by offering pre-portioned meals that are easy to serve. # Visual style The ad has a clean and heartwarming visual style. The production quality is high, with a focus on natural lighting and a clear image of the dog. The visual motifs include star shapes and a snowy forest setting, which contribute to the overall theme of celebrating the dog's golden years. The image treatment includes subtle color grading to enhance the natural tones. The typography is clean and legible, and the overall design is well-balanced and visually appealing. The style is designed to be scannable and attention-grabbing in a social media feed. # Hooks Headline: Cheers to Their Golden Years * # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern of maintaining a dog's health as they age. The phrase "Cheers to Their Golden Years" implies that aging can be a challenging time for pets, and the ad aims to provide a solution to support their well-being. # Value propositions - Fresh food plans clinically shown to support healthy aging # Benefits - support healthy aging # Features - fresh food plans - clinically shown to support healthy aging # Call to action None used. # Point of view - Brand: The top caption and product block convey the brand's message about supporting healthy aging with their fresh food plans. - Customer: The image of the happy dog in a snowy forest represents the customer's perspective, showing the desired outcome of a healthy and active senior dog. # Storyline - The ad opens with a celebratory message, "Cheers to Their Golden Years," setting a positive and heartwarming tone. This is told from the brand's perspective, aiming to immediately connect with dog owners who cherish their aging pets. - The ad then highlights the functional benefit of the product, stating, "Our fresh food plans are clinically shown to support healthy aging." This is told from the brand's perspective, providing a factual and credible reason to consider The Farmer's Dog. - The ad features a visual of a happy dog in a snowy forest, reinforcing the idea of a healthy and active life for senior dogs. This is shown from the customer's perspective, visualizing the desired outcome of using The Farmer's Dog. - The ad showcases the product packaging, Ozzy's Turkey Recipe, providing a clear view of the fresh food and its ingredients. This is shown from the brand's perspective, building trust and transparency by showing the quality of the product.

# Ad summary This ad promotes The Farmer's Dog, a fresh dog food delivery service. The ad features a golden retriever enjoying life, emphasizing the importance of a healthy diet for a long and happy life. It highlights that healthy-weight dogs can live up to 2.5 years longer and offers 50% off the first box. # Brand positioning The Farmer's Dog is presented as a provider of fresh, healthy dog food delivered directly to the customer. The brand emphasizes the importance of a healthy diet for a dog's well-being and longevity. The brand positions itself as a premium option, contrasting with traditional dog food, and aligns with values of pet health and happiness. The brand aims to occupy the space of a convenient and nutritious solution for dog owners who prioritize their pet's health. # Product The Farmer's Dog offers fresh, real food for dogs, made with fresh ingredients and delivered to your door. The product is designed to provide a healthy diet that supports a dog's overall well-being and can extend their lifespan. The food appears to be a mix of vegetables and protein, presented in a bowl. The ad highlights that healthy-weight dogs can live up to 2.5 years longer, suggesting the product helps maintain a healthy weight. The ad addresses the barrier of convenience by emphasizing the delivery aspect. # Visual style The ad has a natural and bright aesthetic, with outdoor settings and natural lighting. The editing is simple with smooth transitions. The production quality is high, giving it a polished commercial feel. The pacing is moderate, with cuts timed to the music. # Hooks Spoken: 00:00–00:03 Almost forgot this is the whole point Text overlay: 00:00–00:03 Almost forgot this is the whole point Visual: 00:00–00:03 A golden retriever rolls around on a stone patio in the sunlight. The background shows a wooden fence and gravel. The dog is on its back, paws in the air, with a happy expression. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional dog food may not be the healthiest option, leading to potential health issues and a shorter lifespan for dogs. The ad addresses the frustration of wanting the best for your pet's health but not knowing how to achieve it. # Value propositions - Fresh, real food delivered to your door for a long, happy life. # Benefits - A long, happy life starts with a healthy diet - Healthy-weight dogs can live up to 2.5 years longer # Features - Fresh, real food - Made fresh - Delivered # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a dog owner who values their pet's health and happiness, showcasing the dog's active lifestyle and the benefits of a healthy diet. # Storyline - 00:00–00:03 A golden retriever rolls around on a stone patio, enjoying the sunshine. - 00:03–00:05 The ad transitions to a close-up of a bowl of The Farmer's Dog food, emphasizing its fresh and healthy appearance. - 00:05–00:08 The golden retriever jumps into a lake, swimming and playing, highlighting its active and healthy lifestyle. - 00:08–00:13 The ad concludes with a shot of a bowl of The Farmer's Dog food next to a tennis ball and a box from The Farmer's Dog, promoting a discount on the first order.

# Ad summary This ad for The Farmer's Dog features a close-up of a dog's face in a snowy outdoor setting. The ad promotes the benefits of the dog food for healthy aging and offers a discount on the first box. # Brand positioning The Farmer's Dog is presented as a premium dog food brand focused on providing fresh, healthy meals tailored to individual dogs' needs. The brand emphasizes the health benefits of its food, particularly in supporting healthy aging. The brand positions itself as a provider of high-quality, nutritious food that contributes to a dog's overall well-being and longevity, contrasting with generic or mass-produced dog food options. # Product The product featured is The Farmer's Dog Ozzy's Turkey Recipe, a fresh dog food made with real ingredients. It is packaged in a clear, vacuum-sealed bag to maintain freshness. The packaging includes a label with the brand name, recipe name, and feeding guidelines. The ad highlights that the food is clinically shown to support healthy aging, suggesting it is formulated to meet the specific nutritional needs of dogs as they age. The product aims to address the purchase barrier of ensuring optimal health and nutrition for dogs, particularly as they get older. # Visual style The ad has a natural, slightly desaturated look, with a focus on the dog and the product. The snowy background and soft lighting create a warm, inviting atmosphere. The typography is clean and modern, with a mix of bold and regular fonts to highlight key messages. The overall style is designed to be visually appealing and trustworthy, emphasizing the health benefits of the product. # Hooks Headline: Ring In More Good Years # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the concern of ensuring optimal health and nutrition for dogs as they age. # Value propositions - Clinically shown to support healthy aging # Benefits - Support healthy aging # Features - Clinically shown to support healthy aging # Call to action None used. # Social proof - Clinically shown to support healthy aging # Point of view - Brand: The headline "Ring In More Good Years" and the offer "Get 50% Off Your First Box!" are presented from the brand's perspective to promote the product and incentivize purchase. - External source: The statement "Clinically shown to support healthy aging" is presented from an external source to build trust and credibility. # Storyline - The ad opens with a close-up of a dog's face in a snowy setting, creating an emotional connection and highlighting the target audience. This is from the brand's perspective to draw the viewer in with a relatable image. - The text "Ring In More Good Years" is displayed, emphasizing the benefit of the product in promoting longevity and health for dogs. This is from the brand's perspective to communicate the core value proposition. - The offer "Get 50% Off Your First Box!" is presented, incentivizing the viewer to try the product. This is from the brand's perspective to encourage immediate action. - The statement "Clinically shown to support healthy aging" is shown with an arrow pointing to the product, reinforcing the health benefits and scientific backing of the food. This is from an external source to build trust and credibility.

# Ad summary This ad features a boxer dog named Kairo who lost weight after eating The Farmer's Dog food. The ad uses a testimonial format to show the positive results of the product. # Brand positioning The Farmer's Dog is presented as a premium dog food brand focused on health and weight management. The brand positions itself as a solution for pet owners concerned about their dog's weight, offering a way to improve their pet's health through diet. The brand aligns with values of pet health and well-being, suggesting a lifestyle where pets are well-cared for and owners are proactive about their health. # Product The Farmer's Dog food is a dog food product designed to help dogs manage their weight and improve their health. The ad highlights that the food helped a dog named Kairo lose weight, going from 118lbs to 74lbs in nearly a year. The product is for dog owners who are concerned about their dog's weight and are looking for a solution to help them get healthy. The ad addresses the purchase barrier of skepticism by showing a real-life example of the food's effectiveness. # Visual style The ad has a natural, unfiltered look, resembling user-generated content. The production quality appears to be shot on a phone. The visual motif is a testimonial format, using speech bubbles to present the question and answer. The image treatment is minimal, with natural lighting and no obvious filters. The style mimics a social media post, aiming for scannability and stop power in feed. # Hooks Headline: Can The Farmer's Dog help my dog get healthy? # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dog owners who are concerned about their dog's weight and health. The quote "At his heaviest Kairo was 118lbs" signals the frustration of having an overweight dog. # Value propositions - The Farmer's Dog food helps dogs lose weight and get healthy. # Benefits - Helps dogs get healthy - Helps dogs lose weight # Features - The Farmer's Dog food # Call to action None used. # Social proof - "At his heaviest Kairo was 118lbs. He has been on The Farmer's Dog food for nearly a year and is now weighing in at 74lbs!!!" # Point of view - Customer: The red speech bubble at the top of the image asks, "Can The Farmer's Dog help my dog get healthy?" This is from the perspective of a potential customer wondering if the product will work for them. - Customer: The white speech bubble at the bottom of the image states, "At his heaviest Kairo was 118lbs. He has been on The Farmer's Dog food for nearly a year and is now weighing in at 74lbs!!!" This is from the perspective of a customer sharing their positive experience with the product. # Storyline - The ad begins with a question in a red speech bubble: "Can The Farmer's Dog help my dog get healthy?" This is from the perspective of a user, posing a question about the product's effectiveness. This is included to grab the viewer's attention and introduce the topic of the ad. - The ad then shows a testimonial in a white speech bubble: "At his heaviest Kairo was 118lbs. He has been on The Farmer's Dog food for nearly a year and is now weighing in at 74lbs!!!" This is from the perspective of a dog owner, sharing their positive experience with the product. This is included to provide social proof and demonstrate the product's benefits.

# Ad summary This ad targets pet owners of senior dogs with graying fur. It promotes The Farmer's Dog food, highlighting that it supports healthy aging. It includes a limited-time offer of 50% off on the first box. # Brand positioning The Farmer's Dog is positioned as a premium, fresh dog food subscription service focused on the health and well-being of dogs, especially as they age. The brand aligns with values of pet care and extending the lifespan of canine companions. The brand promotes a functional benefit: healthy aging for senior dogs. # Product The Farmer's Dog offers fresh, human-grade dog food tailored for senior dogs. The product is designed to clinically support healthy aging. The ad addresses a concern for pet owners of aging dogs, suggesting it's never too late to switch them to a fresh food diet. The unique selling proposition is to promote healthy aging in senior dogs. # Visual style The ad uses a mix of natural outdoor shots and indoor kitchen scenes, with warm, natural lighting. The editing style is simple with cuts between scenes. The production quality is polished, giving it a professional feel. The pacing is moderate, allowing viewers to read the on-screen text and absorb the visuals. # Hooks Text overlay: Stop scrolling if your dog has grey hair! Visual: 00:00–00:03: A small chihuahua with a black, white, and tan coat runs towards the camera on a paved road. The background is blurred green foliage. On-screen text reads, "Stop scrolling if your dog has grey hair!". An arrow points to the dog's grey hairs on its chest. The camera is at dog level, with a slight upward angle. # Funnel stage Middle of funnel (Consideration) # Pain points Pet owners worry about their senior dog's health and aging. They may feel helpless or unsure how to best support their dog as they get older. "Stop scrolling if your dog has grey hair!" # Value propositions - Clinically supports healthy aging for your senior dog - Switching to fresh dog food can improve a senior dog's health # Benefits - Healthy aging for senior dogs - Switch your best friend to fresh # Features - Fresh dog food - Clinically supports healthy aging for your senior dog # Call to action None used. # Social proof - Clinically supports healthy aging for your senior dog # Point of view - Brand 100% – The brand's official voice is used to convey the message through text and visuals, emphasizing the product's benefits and features. # Storyline - 00:00–00:03 The ad opens with a close-up shot of a small chihuahua running outside. - 00:00–00:03 Text overlay appears with a question to stop viewers who have dogs with grey hair. - 00:01–00:03 The camera focuses on the dog with graying hair on its chest. - 00:03–00:05 The shot transitions to show the dog running outside. - 00:03–00:05 Text overlays appear announcing a 50% discount on the first box and promotes the idea that it's never too late to switch your best friend to fresh food. - 00:05–00:08 The scene changes to a pair of hands pouring dog food from a bag into a glass bowl. - 00:05–00:08 Text overlay appears with the 50% off discount and highlighting the clinical support the dog food provides for healthy aging in senior dogs. - 00:08–00:12 The final scene shows an older woman bending over in her kitchen while her dog is near her. - 00:08–00:12 Text overlay appears with The Farmer's Dog logo and the text Long Live Dogs.

# Ad summary This ad for The Farmer's Dog is presented in the style of an 8-bit video game. The ad shows three dogs and the viewer is prompted to choose a character. The chosen dog then runs through a farm-themed obstacle course, collecting coins and avoiding mud puddles. The ad ends with the dog standing on a podium made of The Farmer's Dog boxes. # Brand positioning The Farmer's Dog is presented as a premium dog food brand that prioritizes the health and well-being of dogs. The brand is positioned as an upgrade from traditional kibble, offering benefits such as more years, more energy, and a shinier coat. The brand aligns with a lifestyle that values quality, care, and the overall health of pets. The brand pushes against the norm of feeding dogs processed kibble, instead offering fresh, whole-food ingredients. The brand positioning is both functional, highlighting the health benefits, and emotional, appealing to the owner's desire to provide the best for their dog. # Product The Farmer's Dog is a fresh dog food subscription service that delivers customized meals directly to your door. The product is for dog owners who want to provide their pets with high-quality, nutritious food made with whole ingredients. The ad highlights the benefits of switching from kibble to The Farmer's Dog, including more years, more energy, and a shinier coat. The ad addresses the purchase barrier of convenience by showcasing the subscription service and home delivery. The Farmer's Dog is presented as a way to improve your dog's health and well-being. # Visual style The ad has an 8-bit aesthetic, mimicking the look and feel of classic video games. The editing style consists of quick cuts and static shots, with transitions that resemble level changes in a game. The production quality is polished, maintaining a clean and consistent visual style. The pacing is fast, with cuts timed to the music beats, creating a sense of energy and excitement. # Hooks Text overlay: LEVEL UP YOUR / DOG'S HEALTH! Visual: 00:00–00:05 The screen displays a pixelated video game interface with the text "LEVEL UP YOUR DOG'S HEALTH!" at the top. Below, a red button reads "PRESS START TO SWITCH FROM KIBBLE." Three dogs stand in a grassy field with a wooden fence in the background. Above each dog are buttons labeled "MORE YEARS!", "MORE ENERGY!", and "SHINIER COAT!" Birds fly across the sky, and a butterfly flutters near the center. The camera is stationary, providing a clear view of the game-like setup. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional kibble is not the best option for dog health, suggesting that dog owners may be concerned about the quality of their dog's current food. # Value propositions - Level up your dog's health by switching from kibble - More years, more energy, shinier coat # Benefits - More years - More energy - Shinier coat # Call to action TRY THE FARMER'S DOG TODAY! # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing the product and its benefits through a video game format. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a video game-style interface, inviting viewers to "LEVEL UP YOUR DOG'S HEALTH!" by switching from kibble. The message is conveyed through pixelated text and a playful, upbeat tone, positioning the brand as a fun and effective solution for dog health. The perspective is from the brand, aiming to capture attention and introduce the core value proposition. - 00:05–00:07 00:05–00:07 The scene transitions to a character selection screen where viewers are prompted to "CHOOSE YOUR CHARACTER" from three different dogs: Mickey, Daisy, and Rider. This interactive element engages the audience and personalizes the experience, making them feel involved in the ad. The brand's perspective is maintained, focusing on user engagement and choice. - 00:07–00:15 00:07–00:15 The chosen dog runs through a farm-themed obstacle course, collecting coins and avoiding mud puddles. The game-like scenario demonstrates the dog's improved energy and vitality, implicitly linking these benefits to the brand. The brand's perspective is reinforced through the visual demonstration of product benefits in a playful context. - 00:15–00:24 00:15–00:24 The dog continues to run through the obstacle course, collecting coins and avoiding mud puddles. The game-like scenario continues to demonstrate the dog's improved energy and vitality, implicitly linking these benefits to the brand. The brand's perspective is reinforced through the visual demonstration of product benefits in a playful context. - 00:24–00:27 00:24–00:27 An airplane flies overhead, pulling a banner that reads "GET 50% OFF YOUR FIRST BOX." This introduces a limited-time offer, creating a sense of urgency and incentivizing immediate action. The brand's perspective is clear, aiming to drive conversions through a promotional offer. - 00:27–00:39 00:27–00:39 The dog continues to run through the obstacle course, collecting coins and avoiding mud puddles. The game-like scenario continues to demonstrate the dog's improved energy and vitality, implicitly linking these benefits to the brand. The brand's perspective is reinforced through the visual demonstration of product benefits in a playful context. - 00:39–00:47 00:39–00:47 The ad concludes with the dog standing on a podium made of The Farmer's Dog boxes, highlighting the brand's product. Text appears: "+2.5 MORE GOOD YEARS" and "TRY THE FARMER'S DOG TODAY!" This reinforces the key benefit and provides a clear call to action. The brand's perspective is maintained, summarizing the value proposition and encouraging viewers to try the product.

# Ad summary This ad for The Farmer's Dog features a series of before and after photos of dogs who have lost weight and gained mobility after switching to the brand's food. The ad uses a chalkboard background and hand-drawn text to create a relatable, homemade feel. # Brand positioning The Farmer's Dog is presented as a brand that cares about the health and well-being of dogs. The brand aims to occupy a space in the consumer's mind as a provider of fresh, healthy food that can help dogs lose weight and gain mobility. The brand aligns with values of pet ownership and care, and promotes a lifestyle of healthy living for pets. The brand pushes against the norm of processed dog food and positions itself as a healthier alternative. The brand positioning is both functional (weight loss, mobility) and emotional (love for pets). # Product The Farmer's Dog is a fresh dog food subscription service. The ad shows before and after photos of dogs who have lost weight and gained mobility after switching to The Farmer's Dog food. The ad addresses the purchase barrier of cost by offering 50% off the first box. The ad implies that the food is healthy and helps dogs lose weight and gain mobility. # Visual style The ad has a UGC feel, with a simple chalkboard background and hand-drawn text. The editing style is quick cuts, with each shot lasting only a few seconds. The production quality is low-fi, which supports the intended tone of relatability and authenticity. The pacing is consistent throughout the ad, with a new shot every 1-2 seconds. # Hooks Text overlay: 00:00–00:01 Our favorite weight loss moments this year! Visual: 00:00–00:01 A green chalkboard with a wooden frame is shown. On the chalkboard, there are four rows of white square papers taped to the board. The left column is labeled "BEFORE" and the right column is labeled "AFTER". Red text overlay reads "Our favorite weight loss moments this year!". The camera is stationary and the lighting is bright. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is that pet owners are concerned about their dog's weight and mobility. # Value propositions - The Farmer's Dog helps dogs lose weight and gain mobility. - Get 50% off your first box. # Benefits - Weight loss - Increased mobility # Features - Fresh dog food - Subscription service # Call to action None used. # Social proof - Ruby gained back her mobility - Lola lost 15 lbs! - Charlie lost 18 lbs in 6 months - Raiden loves the food - Bella lost 10 lbs! # Point of view - Brand 100% – The ad is told from the brand's point of view, showcasing the success stories of dogs who have used their product. # Storyline - 00:00–00:01 The ad opens with a shot of a green chalkboard with the text "Our favorite weight loss moments this year!" - 00:01–00:02 A hand flips over a card labeled "BEFORE" to reveal a photo of a dog. - 00:02–00:03 The hand flips over a card labeled "AFTER" to reveal a photo of the same dog, looking healthier. - 00:03–00:04 Text appears on the screen that says "Ruby gained back her mobility". - 00:04–00:06 The hand flips over another set of "BEFORE" and "AFTER" cards to reveal photos of another dog. - 00:06–00:07 Text appears on the screen that says "Lola lost 15 lbs!". - 00:07–00:09 The hand flips over another set of "BEFORE" and "AFTER" cards to reveal photos of another dog. - 00:08–00:09 Text appears on the screen that says "Charlie lost 18 lbs in 6 months". - 00:09–00:11 The hand flips over another set of "BEFORE" and "AFTER" cards to reveal photos of another dog. - 00:11–00:12 The hand flips over another set of "BEFORE" and "AFTER" cards to reveal photos of another dog. - 00:12–00:13 Text appears on the screen that says "Raiden loves the food". - 00:13–00:15 The hand flips over another set of "BEFORE" and "AFTER" cards to reveal photos of another dog. - 00:15–00:16 Text appears on the screen that says "Bella lost 10 lbs!". - 00:16–00:19 The ad ends with a shot of the brand logo and the text "Get 50% off your first box. Subscription renews automatically, cancel anytime."

# Ad summary This ad for The Farmer's Dog highlights the benefits of fresh food for senior dogs. It emphasizes the importance of nutrition for older dogs and offers a 50% discount on the first box. # Brand positioning The Farmer's Dog is positioned as a provider of fresh, human-grade dog food tailored to support senior dogs' health and well-being. The brand emphasizes the importance of quality ingredients and gentle cooking methods to ensure the food is easy to digest. The positioning aligns with values of pet owners who prioritize their dogs' health and happiness, suggesting a lifestyle where pets are treated as family members. The brand appeals to consumers who are willing to invest in premium, health-focused pet care, pushing against the category norms of standard, processed kibble. The brand positioning is both functional, highlighting the food's digestibility and nutritional benefits, and emotional, appealing to owners' love and concern for their senior dogs. # Product The Farmer's Dog offers fresh dog food specifically formulated for senior dogs. The food is clinically shown to support seniors, is easy on digestion, human-grade, and gently cooked. These features aim to address purchase barriers by assuring owners that the food is safe, healthy, and beneficial for their aging pets. The ad emphasizes the food's ability to support the health and vitality of older dogs, implying that it can help them live longer and happier lives. The ad highlights that the food is easy to digest, making it suitable for dogs with sensitive stomachs, and is made with human-grade ingredients, ensuring high quality. It is advertised as a superior alternative to standard, processed dog food. # Visual style The ad has a polished commercial feel with natural lighting. The editing rhythm is relatively consistent, with static shots and smooth transitions that create a calm and reassuring tone. The camera work is steady and straightforward, contributing to a sense of stability and trust. The visuals focus on the product and positive outcomes, reinforcing the brand's message and value proposition. # Hooks Spoken: 00:00–00:03 Get 50% off fresh food that supports your senior dog. Text overlay: 00:00–00:03 Get 50% off fresh food that supports your senior dog Visual: 00:00–00:03: A medium shot of a small, senior chihuahua-mix dog standing on a concrete path, held on a leash by a person out of frame. The dog is black, white, and brown, with a purple collar. The background is blurred, showing green foliage. The camera is stationary and at dog-level, slightly low-angle. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the concern for the health and well-being of senior dogs as they age. The ad addresses this by offering food specifically formulated to support senior dogs' health, with the text overlay stating: "Get 50% off fresh food that supports your senior dog." # Value propositions - 50% off fresh food that supports your senior dog (highlights savings and health benefits) - Clinically shown food is easy on digestion, human-grade, and gently cooked (guarantees a specific set of features) # Benefits - Support your senior dog's health - Easy to digest - High-quality ingredients - Gentle cooking method # Features - Clinically Shown to Support Seniors - Easy on digestion - Human-grade - Gently cooked # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the perspective of The Farmer's Dog, communicating the benefits of their dog food. # Storyline - 00:00–00:03 The ad opens with a close-up of a senior dog on a walk, immediately capturing the viewer's attention and setting the stage for the ad's focus on senior dog health. The message is to emphasize that the dog is the focus. - 00:03–00:10 The ad transitions to a shot of a senior dog running. This shift highlights the functional benefits of the product—namely, that it is clinically shown to support seniors. The inclusion of icons to visually represent the benefits in tandem with the dog in motion adds to the functional messaging. - 00:10–00:13 The ad ends with the senior dog walking toward the camera smiling. The overall message is of the dog's improved quality of life through the use of the product.

# Ad summary This ad for The Farmer's Dog features a happy dog sitting on a couch, with text overlay promoting the brand and a 50% off offer for the first box. # Brand positioning The Farmer's Dog is presented as a premium dog food brand focused on improving the health and vitality of dogs, particularly those who may be less active. The brand positions itself as a solution to bring 'pep' back into a dog's step, suggesting it combats lethargy and promotes energy. The brand aims to occupy a space in the consumer's mind as a provider of high-quality food that enhances a dog's well-being, contrasting with generic or less nutritious options. The brand aligns with values of pet health and happiness, promoting a lifestyle where dogs are active and energetic. The brand pushes against the norm of feeding dogs processed or low-quality food, instead offering a solution that addresses the specific needs of 'couch potato' dogs. # Product The Farmer's Dog is a dog food brand that aims to revitalize less active dogs. The ad suggests the product works by providing the necessary nutrients to bring 'pep back into your couch potato's step.' The product is for dog owners who want to improve their dog's energy levels and overall health. The ad highlights the benefit of increased energy and vitality for dogs who may be less active. The ad addresses the purchase barrier of cost by offering 'First Box = 50% Off,' making it more accessible for potential customers to try the product. # Visual style The ad has a warm, inviting visual aesthetic with a focus on the dog's happiness and well-being. The production quality appears to be high, with good lighting and clear focus on the subject. The visual motifs include handwritten-style text and a cozy, home-like setting. The image treatment includes a slight color grading to enhance the warmth of the scene. The typography is integrated in a playful and attention-grabbing way. The style aims to be native to the platform, blending in with user-generated content while still maintaining a professional look. # Hooks Headline: Big Dog Energy # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of dogs lacking energy and vitality, particularly those described as 'couch potatoes'. The phrase 'couch potato' implies a lack of activity and enthusiasm, which can be a concern for dog owners. # Value propositions - The Farmer's Dog helps put some pep back into your couch potato's step, suggesting that it can improve the energy levels of less active dogs. - First Box = 50% Off, making it more accessible for potential customers to try the product. # Benefits - Increased energy for dogs - Improved vitality # Features - Helps put some pep back into your couch potato's step # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present in the text promoting the product and offering a discount, aiming to persuade the viewer to try The Farmer's Dog. - Customer: The customer's POV is represented by the image of a happy dog, suggesting the positive outcome of using the product. # Storyline - The ad opens with a close-up shot of a happy dog sitting on a couch. This is intended to immediately capture the viewer's attention and create a positive association with the product. The audience experiences this from the perspective of someone who appreciates dogs and their well-being. - The text 'Big Dog Energy' is displayed prominently over the dog. This is intended to convey the message that the product can help dogs achieve a higher level of vitality and enthusiasm. The audience experiences this from the brand's perspective, highlighting the desired outcome of using their product. - The text 'The Farmer's Dog helps put some pep back into your couch potato's step' is shown below the dog. This is intended to explain how the product works and who it is for. The audience experiences this from the brand's perspective, providing a clear and concise value proposition. - The text 'First Box = 50% Off' is displayed at the bottom of the image. This is intended to incentivize viewers to try the product by offering a discount. The audience experiences this from the brand's perspective, providing a direct call to action and reducing the barrier to purchase.

# Ad summary This ad for The Farmer's Dog features a testimonial from a dog owner, accompanied by before-and-after photos of her dog, Finn. The ad highlights the positive impact of the dog food on Finn's happiness and energy levels, and includes an offer for 50% off the first box. # Brand positioning The Farmer's Dog is presented as a premium dog food brand focused on improving the health and happiness of dogs through better nutrition. The brand positions itself as a solution for pet owners seeking to enhance their dog's well-being, particularly in terms of energy levels and enjoyment of meals. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, beneficial dog food that stands apart from standard options. The brand aligns with values of pet health, happiness, and quality nutrition. The brand pushes against the norms of generic, less nutritious dog food options, and promotes an emotional connection by highlighting the positive impact on the dog's life. # Product The Farmer's Dog is a dog food brand that aims to improve a dog's health and happiness. The ad features before-and-after photos of a dog named Finn, with the implication that The Farmer's Dog food has improved his well-being. The ad highlights that Finn is now "back to his happy, energetic self" and "super excited for meal time again." The ad addresses the purchase barrier of uncertainty by showcasing visible positive results and a testimonial from a dog owner. # Visual style The ad has a clean and simple visual style, using a light green background and clear, well-lit photos. The layout is straightforward, with a testimonial at the top, before-and-after photos in the center, and an offer at the bottom. The overall aesthetic is friendly and approachable, designed to convey trust and highlight the positive impact of the product. # Hooks Headline: "Finn is back to his happy, energetic self and he's actually super excited for meal time again." # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that Finn was previously not as happy or energetic, and not excited for meal times. The quote from Finn's Mom, "Finn is back to his happy, energetic self and he's actually super excited for meal time again," signals this frustration. # Value propositions - Improved energy levels and excitement for meals, as demonstrated by Finn's transformation. # Benefits - Happy, energetic self - Excited for meal time again # Features - Dog food # Call to action None used. # Social proof - "Finn is back to his happy, energetic self and he's actually super excited for meal time again." - Finn's Mom # Point of view - Customer: The testimonial at the top of the image is from the customer's point of view, sharing their personal experience with the product. - Brand: The before and after photos and the offer are from the brand's point of view, showcasing the product's benefits and encouraging a purchase. # Storyline - The ad opens with a quote from Finn's Mom, stating that "Finn is back to his happy, energetic self and he's actually super excited for meal time again." This is included to immediately establish a positive outcome and build trust through a customer testimonial. The audience experiences this from the perspective of a satisfied customer. - The ad then presents before-and-after photos of Finn. The 'Before' photo shows Finn looking less energetic, while the 'After' photo shows him looking happy and vibrant. This is included to visually demonstrate the positive impact of the product. The audience experiences this from the brand's perspective, showcasing the product's effectiveness. - The ad concludes with an offer: "Get 50% off your first box at THIS link!" This is included to incentivize immediate purchase and drive conversion. The audience experiences this from the brand's perspective, providing a direct call to action.

# Ad summary This ad highlights The Farmer's Dog's custom meal plans designed for households with multiple dogs, addressing the common problem of varied dietary needs. It features close-up shots of three different meal recipes, emphasizing the brand's solution of tailored nutrition for each pet. # Brand positioning The Farmer's Dog is positioned as a provider of custom meal plans for dogs, emphasizing personalized nutrition and the idea that each dog's dietary needs are unique. This positioning sets the brand apart from generic dog food options, highlighting a premium, tailored approach to pet nutrition. The brand aligns with values of pet health, individual care, and a modern, science-backed approach to dog food, pushing against the one-size-fits-all model of traditional pet food brands and leaning into the emotional connection pet owners have with their dogs. # Product The featured product is The Farmer's Dog custom meal plans, tailored for individual dogs. These meal plans come in pre-portioned, sealed packs. The meals are fresh and made with real ingredients, catering to the unique nutritional needs of each dog. The product addresses the difficulty of managing different dietary requirements for multiple dogs in a household. The ad showcases three different recipes: "Audgy's Beef Recipe", "Max's Chicken Recipe", and "Sasha's Turkey Recipe". Each recipe is designed to provide optimal nutrition based on the dog's specific needs, offering a convenient and personalized feeding solution. # Visual style The ad has a clean, minimalist aesthetic with a focus on clear product presentation. The production quality appears to be studio-shot with even lighting and a solid background. The visual motif is a simple product-focused display, emphasizing the packaging and ingredients. There is minimal image treatment, with natural color grading and no visible filters. The typography is large and bold, designed for easy scannability in-feed. The overall style is modern and straightforward, aiming for a native feel that blends seamlessly into a social media feed. # Hooks Headline: Multiple Dogs? No Problem! # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the challenge of managing different dietary needs for multiple dogs in a household. "Multiple Dogs? No Problem!" # Value propositions - Custom meal plan: Providing tailored nutrition based on individual dog's needs. - Convenience: Pre-portioned packs for easy feeding. # Benefits - because no two are the same. # Features - custom meal plan for each dog # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is delivering the overall messaging and displaying the product. - Customer: The headline speaks directly to pet owners with multiple dogs and the challenges they might face. # Storyline - The ad begins by posing the question: "Multiple Dogs? No Problem!" in a headline. This grabs the viewer's attention by immediately addressing a common challenge faced by pet owners with multiple dogs and indicates the ad will present a solution, as stated by the brand. - The ad continues by stating, "We offer a custom meal plan for each dog — because no two are the same.", presented by the brand. This conveys the core value proposition of personalized nutrition, emphasizing that each dog has unique dietary needs and that The Farmer's Dog provides a tailored solution to meet those needs. - The ad presents close-up shots of three different meal recipes, each with packaging displaying a different dog's name: "Audgy's Beef Recipe", "Max's Chicken Recipe", and "Sasha's Turkey Recipe". This visually reinforces the idea of customized meal plans, showcasing the variety and personalization offered by The Farmer's Dog, presented by the brand.

# Ad summary A woman shares her experience switching from kibble to The Farmer's Dog fresh food for her dog, highlighting the ease of use, convenient packaging, and positive impact on her dog's energy and overall well-being. # Brand positioning The Farmer's Dog is presented as a premium, convenient, and health-conscious alternative to traditional kibble for dog owners. The brand positions itself as a provider of fresh, pre-portioned meals delivered directly to the customer's door, eliminating the need for shopping, prepping, and storing large bags of dry food. The brand aligns with a lifestyle that prioritizes the health and well-being of pets, offering a functional solution for owners seeking to provide their dogs with a long, healthy, and happy life. The brand pushes against the norm of feeding dogs processed kibble, instead offering fresh food. # Product The Farmer's Dog offers fresh, pre-portioned dog food delivered directly to the customer's door. The food comes in individual, sealed packages, with recipes like Kona's Beef Recipe, Kona's Turkey Recipe, and Kona's Chicken Recipe. Each package is labeled with feeding instructions and storage guidelines. The product is designed for dog owners who want to provide their pets with a healthy and convenient alternative to traditional kibble. The USPs include the ease of use, the convenience of home delivery, and the perceived health benefits of fresh food. The ad addresses the purchase barriers of time and effort by highlighting that the meals are pre-portioned and delivered, eliminating the need for shopping and prepping. # Visual style The ad has a polished, UGC-style aesthetic, with a mix of static shots and smooth transitions. The production quality is high, giving the ad a professional feel. The pacing is consistent, with a moderate number of cuts per minute. The audio-visual sync is well-executed, with cuts and text timed to the music and voiceover. # Hooks Spoken: 00:05–00:07 What I was giving her before was just kibble Text overlay: 00:05–00:07 What I was giving her before was just kibble / 00:06–00:11 Real customer paid for their story Visual: 00:05–00:07 A woman with shoulder-length brown hair, wearing a denim jacket and white top, sits on a porch with a golden retriever. She is smiling and gesturing with her hands as she speaks directly to the camera. The background includes outdoor furniture and plants. # Funnel stage Consideration # Pain points The ad highlights the frustration of feeding dogs processed kibble, which is perceived as boring and not providing optimal nutrition. "I mean, getting the exact same kibble twice a day is not the most exciting thing." # Value propositions - Fresh food delivered to your door: Combines the benefit of fresh, healthy food with the convenience of home delivery. - Pre-portioned meals: Simplifies feeding and ensures your dog gets the right amount of food. # Benefits - Easy to use - Convenient - Healthy for your dog - More energy - More vibrant # Features - Fresh food - Pre-portioned meals - Delivered to your door # Call to action None used. # Social proof - "I had heard about The Farmer's Dog already for a while now and I know other people who have used it and I've heard nothing but good things." – Female 1 (Customer) - "Now that I've tried it myself, I can say it's an awesome product and I'm really excited about feeding it to my dog." – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a shot of a refrigerator being opened, revealing several packages of The Farmer's Dog food. A hand reaches in and grabs a package. This is intended to grab the viewer's attention and introduce the product as a fresh food option. - 00:05–00:11 00:05–00:11 A woman stands on a porch with her dog and states that she used to feed her dog kibble. This is intended to introduce the problem of feeding dogs processed food. - 00:11–00:15 00:11–00:15 The woman states that getting the same kibble twice a day is not the most exciting thing. This is intended to highlight the lack of variety and excitement in traditional dog food. - 00:15–00:22 00:15–00:22 The woman states that she had heard about The Farmer's Dog and knows other people who have used it and heard nothing but good things. This is intended to build trust and credibility by showing that others have had positive experiences with the product. - 00:22–00:25 00:22–00:25 The woman states that she was pleasantly surprised that it was super easy. This is intended to address the purchase barrier of convenience. - 00:25–00:35 00:25–00:35 The woman states that she loves the meals and how it all comes packaged and that she doesn't have to go through all of the trouble herself of shopping for it and prepping it all and keeping it fresh. This is intended to highlight the convenience and ease of use of the product. - 00:35–00:38 00:35–00:38 The woman states that she wants her dog to live a long and healthy and happy life. This is intended to appeal to the emotional desire of dog owners to provide the best for their pets. - 00:38–00:44 00:38–00:44 The woman states that now that she's tried it herself, she can say it's an awesome product and she's really excited about feeding it to her dog. This is intended to provide a personal endorsement of the product. - 00:44–00:51 00:44–00:51 The woman states that The Farmer's Dog meals have given her dog more energy and just made her a little more vibrant and that she loves it too. This is intended to highlight the positive impact of the product on the dog's health and well-being.