Today, plenty of companies make human grade food for pets. But Lily’s Kitchen were the first to really embrace this philosophy and, back then, plenty thought it was all a bit ‘crazy cat lady’.

We created their first ever ATL campaign, designed to give pet owners the confidence to admit what they really believe: that their pets are family, and deserve ‘family grade’ food.

We wanted to end the ridicule that goes along with showing genuine love for your pet. It’s not nuts, it’s normal. Or, to put it another way…

It’s not loopy, it’s love.