Nom Nom
At Nom Nom, a premium DTC dog food brand, I led a full brand transformation in a category dominated by far bigger spenders. Over 18 months, we redefined positioning, overhauled the identity, and delivered cohesive, high‑impact creative across every touchpoint — from national TV to packaging. The result: a brand that stood out, resonated deeply, and proved smart creative can outmaneuver big budgets.
Agency
Internal
Year
2024–2025
My Role
Creative Director
Awareness Campaign
We’re Here For The Dog Parents
We built a campaign celebrating the deep bond conscious dog parents share with their pups — showing that Nom Nom’s fresh recipes are key to enriching their dog’s life. These owners treat their dogs like family, prioritize their health and happiness, and see mealtime as an essential moment to nourish and delight.
The Challenge
The Reality
Zero brand awareness.
Shoestring budget.
Very little time.
Not exactly a dream brief. But in under six weeks, I led the team from concept to camera — writing scripts, casting talent (and pooches), and delivering a hero TV spot plus a full suite of CTV and social variations. All on a just‑over‑$100K budget covering absolutely everything.
The best part?
It worked.
Raise Nom Nom’s brand awareness
The We’re Here For Dog Parents TV campaign proved to be a rare outlier in the best possible way.
Nearly 75% of viewers recalled the ad without any prompts — a notoriously high bar that requires a deeply memorable and strongly branded message. Emotional engagement was equally exceptional: 42% rated the ad with “love” overall, and that warmth stayed remarkably high throughout the full 30 seconds — a feat few ads achieve.
The spot didn’t just connect emotionally — it moved behavior. Using a Yale‑developed behavioral science model, preference for Nom Nom jumped from just 2% before exposure to nearly 60% afterward. For a small, relatively unknown brand, this kind of lift is almost unheard of.
Against a benchmark of more than 200 campaigns across six countries, ads with scores like this deliver strong ROI 84% of the time. In fact, the testing partner — with decades of experience evaluating thousands of ads — called this “one of the best ads tested in the US in the last five years.”
Simply put: the ad didn’t just perform well for Nom Nom — it rewrote expectations for what a small‑brand campaign can achieve.
The Results
CREDITSCreative Direction: Jonathan Campo
Concept: Sarah Zorn, Jonathan Campo, Tawni Kuhn
Art Direction + Design: Jonathan Campo, Tawni Kuhn
Animation: Jonathan Campo
Scripting: Jonathan Campo, Sarah Zorn
Director: James Lovick
Production: Kaboom!
Brand Elevation
Say Bye to
Boring Dog Food
We conducted new consumer research and found that Nom Nom dog parents – those that are motivated to spend more on their dog’s nutrition – are most concerned that their dog is bored. So we re-imagined the brand architecture around mealtime excitement. We crafted a new voice, tone and visual aesthetic that aimed to bring excitement and show off Nom Nom’s top tier quality.
Photography
To capture the excitement of the new brand, we reimagined how we photographed our true hero — the dog. In the studio, I wove in elements of Nom Nom’s legacy color palette to frame the unparalleled appeal of the food alongside our canine stars. For lifestyle imagery, we leaned into candid, in‑the‑moment shots that embraced dogs in all their glorious, messy authenticity. While the studio and lifestyle shots are visually distinct, they share the same sense of energy and vitality — creating a cohesive, spirited photographic language for the brand.
Brand Book
With a renewed photographic direction in place, we turned our attention to codifying the full brand system. We overhauled Nom Nom’s voice and visual identity — making it more concise, consistent, and memorable — and brought it all together in a bold new brand book built to scale.
We infused paid social with the energy and vibrancy of the new brand, creating scroll‑stopping campaigns designed to spark engagement and drive conversion.
Paid Media
Website redesign
After defining the brand expression, we overhauled Nom Nom’s website to bring the new positioning to life. We modernized the e‑commerce experience with major UX and UI upgrades, transforming a dated platform into a seamless, engaging destination for dog parents.
CRM
Retention is mission‑critical for Nom Nom — and a daily focus for our small creative team. I elevated the brand’s look and feel while building a streamlined, templatized design system that sped the journey from brief to inbox.
We redesigned Nom Nom’s packaging inside and out — reimagining the box and revamping every element inside to embody the new brand positioning.
DTC Experience
Retail
Our brand overhaul extended to retail, with our new visual identity coming to life on PetSmart shelves — a rewarding moment to see our vision realized in‑store.
