Product: Wholehearted’s range of cat food/treats.

Challenge: To write copy that promotes the brand and drives customers to purchase their products.

Insight: The brand’s image relies heavily on facts, but with a name like Wholehearted, I thought they could lean more on emotion to appeal to cat owners.

Strategy: The projects will frame Wholehearted as the healthy and affordable alternative to big name brands by shifting their TOV from one that is bland and scientific to one that is more conversational and caring.

Proposition: It’s not just kitty kibble, its food made with love