You and your pet can’t wait to feel better.

Emeraid is a cat and dog food that delivers life-saving nutrition to sick pets. When they approached us for a brand campaign and website refresh, they struggled to define what set them apart and who they were. The science, the mission, the ingredients — all top-tier. But with a premium price tag, how do we sell it?

I joined the strategy team to dig into the world of animal wellness and their audience, ultimately writing the creative brief that led to:

You and your pet can’t wait to feel better.

It creates urgency, clearly communicates the product benefit, and modernizes the category by bringing warmth and comfort to an emergency medical product.

See how their internal team adapted the design but stuck closely to the idea at emeraid.com