Yummers Pet Supply Co.
Multi-Channel Campaign Copywriting
Overview
Yummers is a premium pet food brand offering functional, flavorful mix-ins and complete meals designed to make everyday feeding better for pets and easier for pet parents.
Across multiple campaigns, the work focused on driving acquisition, retention, and repeat purchase while maintaining a warm, playful brand voice. I developed copy and messaging across lifecycle email, paid social, seasonal promotions, campaign frameworks, and product packaging, ensuring consistency while adapting tone and emphasis by channel.
The Problem
As a growing DTC brand, Yummers needed to balance brand storytelling with performance. Key challenges included reducing cart abandonment, improving retention, and clearly communicating value without losing warmth or credibility.
Customer hesitation centered around price-per-unit clarity, trust in product benefits, and reassurance that the product would work even for picky eaters. Messaging needed to address these concerns directly while remaining friendly and brand-aligned.
Concept & Strategy
The core approach was to build a modular messaging system that could flex across channels while reinforcing a consistent value proposition: better meals, happier pets, and accessible pricing.
Messaging centered on a small set of repeatable ideas:
Flavor and enjoyment, even for picky eaters
Functional benefits like digestion and overall health
Savings through bundles, subscriptions, and promotions
Emotional reassurance through testimonials and guarantees
Rather than reinventing language for each channel, the strategy emphasized repetition with variation, allowing campaigns to feel cohesive while still channel-appropriate.
Execution
The work supported Yummers’ growth across acquisition and retention touchpoints while maintaining a cohesive brand voice. Treating messaging as a system rather than isolated assets helped reinforce value, build trust, and encourage repeat engagement.
Lifecycle & Retention (Email + SMS)
Email campaigns supported onboarding, re-engagement, and promotional moments. Copy balanced warmth and clarity, using friendly language, clear CTAs, and light product education to move customers forward without pressure.
Paid & Social Campaigns
Paid social assets were designed for performance while staying true to Yummers’ playful, benefit-driven voice. Headlines emphasized flavor, value, and seasonal relevance, supported by concise captions optimized for feed and story placements.
Seasonal Promotions
Seasonal moments such as Halloween and Labor Day were used to introduce urgency without sacrificing brand tone. Campaigns paired clear promotional mechanics with lighthearted, pet-first storytelling to keep the messaging fun rather than transactional.
Campaign Frameworks & Messaging Systems
Beyond executional copy, I contributed to campaign-level planning, including hero messaging, supporting pillars, and reasons-to-believe. This framework guided creative across paid, lifecycle, and promotional channels, ensuring alignment throughout longer campaign windows.
Product & Packaging Copy
Packaging copy reinforced the same promises seen across digital channels, focusing on flavor, function, and trust. Language was benefit-driven and accessible, supporting both shelf impact and long-term brand consistency.
