Crumps Naturals: Gutsy Prebiotic Dog Treats
About the Project
In 2023, Crumps Naturals launched a new line of prebiotic dog treats under the “Gutsy” umbrella.
To support the launch, the brand hosted a curated influencer event for both dogs and their owners: a private, gourmet dining experience where each dish was inspired by the same ingredients found in Gutsy treats and meal toppers. The event featured a custom menu by celebrity chef Claudio Aprile, alongside a series of tailored experiences for both human and canine guests.
The content strategy for the event was designed with two core objectives:
Primary: Capture a high volume of content to extend well beyond the event itself—positioning Gutsy as a leader in whole dog health (mind-gut connection) through engaging, product-adjacent storytelling
Secondary: Amplify the event as a culturally relevant, premium brand moment for Gutsy and Crumps Naturals
My Role
I led the project end-to-end, from upfront strategy through to final delivery.
Strategy & Pre-Production:
Developed the overarching content strategy and creative concepts, including research and ideation to secure client buy-in
Built a content rollout plan designed to extend the lifespan of the event (e.g. immediate event coverage, followed by repackaged content tied to product messaging and seasonal moments like Halloween)
Led pre-production planning, including storyboarding, scripting, interview questions, and shot lists
Coordinated key production details to ensure alignment across all content capture
On-Site Production:
Captured raw photo and video content on mobile during the event
Conducted and directed all on-site interviews (off-camera) with key stakeholders, including the chef, nutritionist, and veterinarian featured in the content
Collaborated closely with photographers and videographers to ensure all required shots and moments were captured
Post-Production:
Led all content development post-event, including video editing, copywriting, and graphic development
Iterated on content in collaboration with the client to refine outputs and align with brand goals
Results & Impact
The content strategy significantly extended the lifespan of the event, with assets used across multiple months and marketing moments.
Content continued to perform well beyond the event window, supporting ongoing product storytelling
Positive audience sentiment across social platforms
Strong client feedback on both the creative approach and the long-term value of the content capture
Shortform Videos: Interviews with Experts
Sample Content: Photos & Graphics
