Jenna K Tanner
Write with Heart. Go for the Laugh. Never Be Boring.
The Highlights
Launching purina’s 1st fresh pet food
My team and I launched Purina’s first-of-its-kind fresh refrigerated pet food with a campaign that infused a fresh tone and humor into the 30-year-old Merrick brand. I developed the campaign concept and script, leveraging the human-grade aspect of Merrick Fresh Selects to alert the world that when it comes to being the object of dogs’ obsession, people food has officially been replaced.
CREATING A PREMIUM + PLAYFUL REBRAND FOR PURRFECT BISTRO
“Move over, Fancy Feast. Purrfect Bistro blends classic structure with a dose of personality through its stylized cat illustration and rich, saturated color. The striped top panel cues a bistro-inspired sensibility, elevating the product beyond everyday pet food. It strikes a balance between premium and playful, giving cat treats a more curated, culinary feel.”
- The Dieline, “The Best Packaging From Global Pet Expo 2026”
the meta + adweek “full funnel campaign of the year” 2026
To support the launch of Purina’s Petivity smart tech brand, I developed a campaign rooted in a feeling that is deeply resonant for pet owners: If I had known something was going on with my pet in that one moment, how might their story have been different?
Petivity aims to help pet parents detect early signs of health problems in their pets. So while the topic was heavy, my team and I worked to strike a tone that didn’t feel despairing, but hopeful. We conducted interviews with real pet parents and harnessed their powerful and relatable stories to create a spot that invites pet owners to reimagine what the future of pet care could look like.
This campaign was awarded “Full Funnel Campaign of the Year” at the Meta 2025 Agency Awards.
10.1-point lift in ad recall
8.4-point lift in brand awareness
185% increase in purchases post-activation
86% increase in add-to-carts
43% CPA improvement
