Get Real Brand and Launch Campaign
I led the development of the brand voice and storytelling for Get Real, Chewy’s first fresh food brand—positioning us to compete head-to-head with category leaders like Ollie and The Farmer’s Dog. This was a high-visibility initiative with major strategic stakes: expanding Chewy’s portfolio into the premium fresh food market.
From brand identity to execution, I shaped the tone, messaging architecture, and narrative across every channel—including paid social, video, printed materials, and even the product packaging. I partnered cross-functionally with product, legal, and merchandising teams to ensure every word delivered both compliance and impact.
To build internal excitement ahead of launch, I also wrote and produced an internal teaser-style sizzle reel that was featured in company-wide All Hands meetings. The C-suite used the video to rally teams and generate early momentum, helping position the brand for strong cross-functional support from day one.
Internal sizzle reel
Final awareness campaign launch video - for Paid social
These were all video concepting concepts speaking to various benefits while hinging on the Nothing concept which served the through-line (no pun intended) for the launch campaign. I also worked on emails, site assets, and even copy for the box.
I also worked on marketing materials that pet parents receive with their delivery, so I worked on this brand literally from concept room to front door. This was a brochure that included brand voice as well as educational materials about ingredients and transitioning, etc.
There were also a LOT of box options. So many discussions and rejects. Some of my first ideas like “Dogs begged, we delivered” were found to be too irreverent. “Sealed, Licked, Delivered” was too cute. I iterated just as much as I did for the videos to deliver the copy that felt just right (the last box in this series).
