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The Scope
Agency Squid partnered with Zesty Paws to build a deeper emotional connection with pet parents while boosting awareness of the benefits of pet supplements. Through the humor-driven Flipped Tails campaign, we combined educational storytelling with playful brand voice to make science-backed wellness feel approachable, lovable, and shareable. The result was a standout presence in the crowded pet supplement market, driving both engagement and trust.
Roles
Brand & Positioning Audit
Consumer Segmentation
Brand Communication Pillar Development
Brand Messaging Development
Creative Direction
Production
Deliverables
Marketing & Brand Strategy
Branding & Art Direction
Copywriting & Brand Voice
Videography & Photography
TV/CTV Advertising
Social Media Strategy & Content Development
Shopper Marketing
Retail Activations
Experiential
Client
Zesty Paws
Company Type
B2C
Pet Supplements
THE CHALLENGE
Zesty Paws faced increasing pressure from new entrants in the crowded pet supplement market, with market share erosion and rising noise from competitors. The category was dominated by solution-based messaging and fear-driven tactics, leaving little emotional connection with pet owners. The challenge was to break through with a brand story that built trust, loyalty, and love—not just logic.
MAJOR TRUTH
The truth was simple: pet parents don’t just want results—they want to feel good about what they give their pets. In a category flooded with clinical claims and fear-based marketing, the emotional bond between humans and animals was being ignored. Agency Squid saw an opportunity to reposition Zesty Paws as a science-backed supplement brand that celebrates personality, joy, and everyday pet wellness.
Rooted in a social truth—creating voices and personalities for their pets.
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RESULTS
Unrivaled Engagement and Approval Rating
Prior to launching nationally, the campaign was tested through Kantar, delivering a 98% approval performance. The concept and spots demonstrated persuasion levels well exceeding not only the category, but a majority of CPG, with strong links to increasing brand affinity and sales probability.
In Market
Since the campaign launch, brand affinity and engagement has increased significantly, while driving double-digit sales growth across their products.
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