Fromm
Family Food
Role: Art Director & Co-Copy Writer
The Client
Fromm is a well-established pet food brand with a commitment to quality and a holistic approach to pet nutrition. It offers a range of high-quality pet food products tailored to different dietary needs and life stages for dogs and cats.
The Ask
Fromm wants to raise brand awareness and attract loyal customers who prioritize their pet’s well-being and want convenient, nutritious, and safe pet food.
Concept
Fromm is made with high-quality ingredients: fresh produce, Wisconsin cheese, high-quality meat & fish. They even make cuisine-themed food like gumbo. It’s so fresh that even humans would be jealous.
Human Quality│“Fromm Foodtruck Frenzy”│:30
*No music or VO. There will only be ambient sounds to match the park environment.
The scene begins at a busy plaza near a park, featuring benches, people walking their dogs, and a couple of food trucks.
Two men are walking around and approach a closed food truck.
On the side of the truck it reads, “high-quality meat & fish, Wisconsin cheese, farm fresh produce.”
The people’s anticipation builds as the truck’s window pops open, revealing three dogs seated at the order window.
The people exchange confused glances as the dogs gesture towards a sign saying, “DOGS ONLY!” and has a Fromm Family Food logo in the corner.
MULTIPLE BARKS
SFX:
They turn around to discover a queue of dogs lining up, voicing their impatience through barks, which signals the people to step aside.
For the endtag of each ad, the scene continues with ambient sounds included, but the shot blurs. the following logo and tagline fade.
End Tag:
Fromm Family Food Logo
Logo:
Super:
Pet Food So Good, It Could Pass
for Your Plate.
Human Quality│“Fromm Delivery Debacle”│:30
*No music or VO. There will only be ambient sounds to match the outdoor residential street environment.
The camera zooms in on a man looking around. His shoulders are hunched from the cold while he’s looking down at his phone, completely captivated.
The shot then glances behind him and his phone reveals he’s looking at a food delivery tracker. The man is waiting for his food, very excited for his meal to arrive.
A delivery driver pulls up and the man excitedly heads to the passenger side window to pick up his meal.
CAR WINDOW SLOWLY CREAKS AS IT ROLLS DOWN
SFX:
The camera shifts to the passenger window. It rolls down, and as a surprise it’s not a human, but a Chow Chow.
Cue to the man, he has a very confused look on his face.
The dog, with a mischievous glint in its eye, proudly holds up a to-go food bag labeled, “Fromm Family Food: DOGS ONLY.”
The camera returns to the man looking even more confused.
LOUD BARK
SFX:
Startled, the man turns around to find another dog behind him.
The delivery dog greets the driver with a wagging tail, takes the paper bag in its mouth, and strolls back towards the apartment, tail still wagging.
Left dumbfounded and slightly embarrassed, the man watches the car drive away.
For the endtag of each ad, the scene continues with ambient sounds included, but the shot blurs. the following logo and tagline fade.
End Tag:
Fromm Family
Food Logo
Logo:
Pet Food So Good, It Could Pass for
Your Plate.
Super:
Human Quality│“Fromm Farmers Market Fiasco”│:30
*No music or VO. There will only be ambient sounds to match the farmer’s market setting up.
The camera captures a local farmer’s market set against the backdrop of an open park. The farmer’s market is just beginning to start. The camera pans, showcasing people trickling into the market, exploring the stalls.
Cut to a couple leisurely strolling the market exploring the stalls. They’ve just sampled a product from one of the local vendors.
The couple walk up to an empty vendor booth. They see a hotplate with a large pot brimming with what appears to be Gumbo. They spot tiny bowls of the stew with a sign above reading, “Free Samples: hearty stew with thick cuts of beef sausage, rich bone broth, potatoes, and carrots.”
Excitedly, the couple each takes a bowl.
SHARP BARK
SFX:
They turn to find a dog holding a can of dog food in its mouth. It drops the can, revealing it to be Fromm Gumbo Hearty Stew with Beef Sausage. The camera zooms in on the can’s bottom reading, “JUST FOR DOGS.”
The couple’s expression shifts to embarrassment. They place the can back on the table and walk away.
DOGS EATING
SFX:
The camera returns to the dog, showcasing more dogs joining, wagging their tails while indulging in the gumbo-filled bowls.
For the endtag of each ad, the scene continues with ambient sounds included, but the shot blurs. the following logo and tagline fade.
End Tag:
Fromm Family
Food Logo
Logo:
Pet Food So Good, It Could Pass for
Your Plate.
Super:
