In a crowded category full of pet food that isn’t always good for our furry friends, Stella & Chewys knew it had a superior product with their raw, pure, densely nutrition-packed product that was literally saving animals’ lives. The problem was that years of category miseducation had flooded the landscape with nutritionally inferior kibble. We needed to change the story, and knew facts alone wouldn’t cut it, so went straight to the heart of the relationship between pet and owner.