Pete Pallett / Freelance Senior Copywriter / Vancouver BC
Pete Pallett / Freelance Senior Copywriter / Vancouver BC
Copywriting for Product Packaging
Packaging for pet food has some very unique challenges including restrictions around what can be said and what claims can be made. Pet food copy is more highly regulated than copy for human food. In Canada, there's the addition of French into the packaging mix. In the USA, one only needs to include Spanish, and only for the ingredients panel. So when BC's own Petcurean Pet Nutrition contracted us to refresh their NOW FRESH packaging, including the creation of a US-only version for the very first time, we were delighted as we had far more room for photography, illustration and marketing copy. The quality of ingredients, perfectly blended to provide superior nutrition, is the key selling focus for NOW FRESH and this packaging tells the story beautifully. We believe it's the best looking package in the premium pet food space.
Packaging is becoming increasingly critical to a brand's success in the market, as it has to work both in-store and online. Often, the first exposure to a brand comes when a consumer views (and reads) the package.
My Contribution: Writing of Packaging Copy
In Collaboration With: Subplot Design Inc.
Creative Directors/Design: Matthew Clark, Roy White
Design: Andrea Claire
Photography: Raeff Miles
For: Petcurean Pet Nutrition