“People loved that one,” Townsend remembered. “[It was] almost like we were giving a gift to the pet.” That kind of feel-good, playful, almost cheerleading tone was what got the attention of pet owners and led to conversions, she explained. Brand messages calling pets “superheroes” for lowering their climate impact also resonated, while others were swayed by the brand’s plastic-free, recyclable packaging.
But highlighting health benefits was central, as was using facts to back up all health- and sustainability-related claims.
“Facts as backup, but not facts as lead,” Townsend said. “Never facts as lead.”