Primal Pet Foods Launches "More Time in Their Prime" Campaign

Sep. 16, 2025

Primal Pet Foods, a leader in raw pet nutrition, today announced the launch of its new brand campaign, “More Time in Their Prime.” The campaign reinforces the brand’s mission to help dogs and cats live healthier, happier, more vibrant lives with a high-quality raw diet.

The “More Time In Their Prime” campaign was developed by Brandon, a leading integrated marketing agency specializing in brand strategy and consumer engagement. It will run across connected TV, social and digital media channels

The campaign taps into the everyday quirks and joys of pets — from zoomies and toy-destroying antics to ascending cat trees — connecting them to the ancestral heritage that keep pets thriving. Each creative execution is designed to remind pet parents that their pets’ wild side is their best side; by feeding a real food raw diet from Primal Pet Foods, pets can enjoy those spirited moments for years to come.

Matt Koss, founder of Primal Pet Foods said:

“Dogs and cats should be nourished according to their ancestral, biological needs — and raw food is the closest thing to a natural diet we can feed them. With this campaign, we want to help more pet parents discover the benefits of raw nutrition and give them confidence in choosing a Primal diet for their dogs and cats.”

 

With a warm, approachable tone, the campaign aims to reinforce Primal Pet Food’s commitment to make raw feeding accessible, convenient, and understandable for all pet parents. Instead of judgment, it offers guidance and encouragement — showing how even small steps, like adding raw toppers or incorporating some raw food into a pet’s diet, can lead to visible, meaningful changes such as shinier coats, stronger immunity, better digestion, and more consistent energy.

Austin Scott, Chief Creative Office at Brandon said:

“This campaign represents the kind of work every creative dreams of doing. Together with our amazing partners at Primal, we were able to push boundaries, explore new technologies, and tell a story that connects instinct, imagination, and product in one seamless experience. We couldn’t be more excited to share this campaign with the world.”

 

In addition to the creative films, the campaign will include attention-grabbing visuals and messaging that will launch across digital, social media, and retail channels.

By combining practical sets, real dogs, 3D modeling, and visual effects, Primal created a campaign that feels both grounded and surreal. The resulting video executions, which include “Little Lamby” and “Rope Beast”  blend traditional filmmaking with cutting-edge technology to connect a pet’s ancestral drive, some imagination, and the Primal products in a seamless experience. 

Courtney Louch, chief marketing officer for Primal Pet Group said:

“Each spot playfully contrasts the primal fantasies of pets with their everyday toys, giving us a glimpse into the wild instincts that still live inside them. It’s a fun and creative way of imagining what might really be going through their minds when they play.”