Diwen (Wendy) YuXueying (Snow) ZhangChenhui (James) Zheng

Agenda• Brand Overview• Marketing Platform• Marketing Campaign• Plan Highlights• Next Step

Brand OverviewFreshpetSituation Analysis

Freshpet• Brand• Product offering

Situation Analysis• SWOT Analysis

Marketing PlatformTarget Profile SnapshotWhat do cats need?The Big Idea

Target Profile Snapshot:Adult 30-64 Cat Owners

Lifestyle & Behavior

Age: 30-64 (117) Gender: Female (103)

HH Income: $75k+ (>112)

Occupation: Administrative Support (129)

Education: Vocational School

(113)Family: 1 Child(101)

Cat Food Shopping

Over 50% shops pet products in supermarkets

Canned/Wet Type

Prefers Canned/ Wet food to Dry pet food

Seeks Companionship

Cats are part of family

Uncompromising Attitude

Their cat’s health and needs above all

Source: U.S. Pet Market Outlook, 2014-2015, Packaged Facts, April 2014

Demographic

What do cats truly need?

The Big IdeaWhy cat?• Heart to care

Who’s us?• We share your heart

Why us?• Freshpet give you power to care

How us?• Freshness is the better choice

What us?• Better choice = better health

Us and you?• We help you uphold the promise to care

Marketing CampaignGoalsMarketing StrategyAction Plan

3 Key Campaign Goals• Transform mindset

• Increase importance of “Freshness”

• Improve awareness in cat food category• Currently most known for dog food

• Increase market share• 0.11% in category despite 73% growth in 2013

Source: Pet Food in the U.S., 10th Edition, Packaged Facts, July 2013

Our Spokescat: Fifi• Represent

Brand Persona• Consistent

Visual Element• Resonate with

Target Audience

3-Prone Approach• Producer: Freshness is Ours to keep

• Freshest locally sourced ingredients

• Consumer: Freshness is Yours to see• Noticeable health benefits

• Cat: Freshness is Theirs to love• Our heart extends to entire cat community

Marketing Action PlanTVPR EventSocial MediaPrintWebsite Landing PageTie-in Promotion

TV: Fishing Trip

Perspective• Consumer

• Energetic Fifi• Brand personality

Characters

1:Out Fishing With Friends

2:Feeling unwell

3:The return

4:Cook the fish!

5:Share the reward

6: Your Choice. Their Life

Your Choice. Their Life.

PR Event: Launch Fifi &Freshpet Moving Shelter• Introduce Fifi as our spokescat• Introduce Freshpet moving

shelter• Drive participants to sign up through

our landing page• 10 Top Cities

• Cat• Help the cats in need

Source: Top 50 Cities in U.S. by population, infoplease.com

Social Media• Cutest Cat campaign

Print• Help fifi find these ingredients• producer

Landing Page• From Print & Social Media

Tie-in Promotion• Mini-Fridge

Performance Measurement• Preference Rank of “Freshness”• Brand Awareness• Sales

Plan HighlightsCampaign Timeline

Campaign Timeline

Fifi & Us• PR Event

Fifi & Friends• TV

Fifi & You• Social Media

+ Tie-in Promo

Fifi & Food• Print +

Tie-in Promo

Plan Highlights• Integrated Campaign

• Seamlessly Together

• Aligned with overall brand promise• Empower with freshness

• Relevant to target audience• Know the why!

Thank YouQ & A

AppendixCreative Brief