Millennial parents, millennial dogs

GUD is a new DTC premium dog food from BRF, one of the world's largest CPG company, that operates purely on digital via a subscription model.

We worked with them to define the brand strategy, CX, digital product, setup digital and social media channels, content strategy and the whole ecosystem design from awareness to demand generation, following the entire purchase funnel without losing the creative edge.

With a new style and attitude, completely different from category norms, we brought dogs’ coolness (because every dog is cooler than the coolest kid that used to bully me in school) to the forefront of the brand. We embraced a first-dog approach, on advertising, on content, everywhere, and even on the website navigation.

We launched the brand via a digital campaign that relied heavily - and successfully - on UGC, leveraging dogs' parents unparalleled, relentless, shameless ability to post whatever content about their dogs. All those contents populated our channels and straightened the bond between brand, people and dogs.