A new campaign developed by Haberman for Stella & Chewy’s puts adult pet adoption in the spotlight with a creative new approach to support and advocacy for rescue pets. Called the Stella & Chewy’s Journey Home Project, the campaign gets consumers directly involved in caring for adult animals waiting to find their forever homes through an easy and much-needed food donation process. For every bag of pet food purchased, Stella & Chewy’s donates a meal to an adult rescue pet. As of May 2018, nearly 100,000 meals had been donated.
The cause campaign engages pet lovers across the nation through paid, owned and earned media and features video assets produced by Stella & Chewy’s partner Ben Moon. It relates directly the company’s origins, building on founder Marie Moody’s adoption of an adult rescue dog she named Chewy. She nursed him back to health with raw nutrition and established a commitment to the health and well-being of pets that continues today with ongoing support for a wide range of nonprofit organization.