Blue Buffalo’s Fit & Healthy

Campaign for Blue Buffalo’s fit and healthy line targeting owners of cats who’ve gotten a little too comfortable with the indoor lifestyle. The strategy is to address cat obesity with humor instead of guilt. Wrote copy that acknowledged the problem (your cat is round) without making anyone feel bad about it. Gentle, direct and honest. The tone walks the line between funny and caring because overweight cats are objectively hilarious but also a real health concern. The tagline “food for your cat to be a cat.” simple promise, no shame. Just healthier cats who maybe don’t look like they swallowed another cat.

Role: Designer & Copywriter