This Zesty Paws video was created to help the brand stand apart in an increasingly saturated pet health and supplements category. At the time, competitors were leaning heavily into clinical claims and pharmaceutical-style visuals, creating a landscape that felt cold, interchangeable, and transactional. The opportunity was to reconnect pet wellness with the emotional bond between pets and their owners.

Agency Squid developed a video concept rooted in a simple consumer truth: pet owners do not think of their pets as dependents, they think of them as family with personalities, quirks, and stories. The creative brought this insight to life by shifting the narrative away from product-first messaging and toward moments of humor, affection, and recognition. Zesty Paws became the enabler of those moments rather than the focus of the story.

From a strategic standpoint, the video was designed to function across paid social, digital video, retail media, and brand-owned channels. The pacing, tone, and visual language were intentionally optimized for modern viewing behavior, ensuring the work felt native in-feed while remaining distinctive and memorable. The creative supported both upper-funnel brand lift and mid-funnel consideration without sacrificing emotional authenticity.

The importance of this work lies in its ability to humanize a functional category and reframe pet supplements as part of everyday care rather than a reactive purchase. By leading with emotion and relatability, the video helped Zesty Paws build trust, familiarity, and long-term brand affinity in a space increasingly driven by skepticism and choice overload.