Most of our work with Freshpet lived in the world of digital marketing. This one decidedly did not.

I pitched the idea of creating a children’s book for families thinking about bringing home a dog. The goal wasn’t to sell more dog food. It was to make something useful, memorable, and genuinely good for the community, with 100% of the proceeds going to animal shelters.

Then came the small detail of actually figuring out how to make a book.

I led the project from idea through launch, which meant doing a lot more than overseeing the creative. I sourced printers, worked through production and fulfillment, helped assemble the team, and oversaw both the writer (a Hollywood screenwriter who didn’t enjoy my notes) and the illustrator as we brought the story to life.

What started as a strange little idea for a pet food brand became a real children’s book, a fundraising vehicle for shelters, and, somehow, a bestseller.

It was also a good reminder that sometimes the best brand ideas aren’t ads at all.