The Sad Fake Animals in This Campaign Aim to Shake Up the Pet Food Category

Challenger brand Edgard & Cooper wants to build awareness in key markets across Europe

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Edgard & Cooper co-founders Louis Chalabi and Koen Bostoen got the idea to found their premium pet food brand based on experiences with their own dogs Edgard, who suffered from bad food allergies, and Cooper, a picky eater. The solution–kibble made without the highly processed meat found in most traditional pet food–worked well for their pets.

Now the company is looking to change the way other consumers think about the category with its “They Are What They Eat” campaign by Amsterdam agency We



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