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Primal Pet Foods Bets on Raw Nutrition to Keep Pets in Their Prime
Primal Pet Foods launched "More Time In Their Prime" in the United States on September 16, 2025, a brand campaign created by integrated marketing agency Brandon that runs across connected TV, social, digital, and retail channels to reframe Leadiq.clapboard.com/archive/canidae-pet-food-a-world-of-goodness-for-pets-and-our-planet-food-drink">raw pet nutrition as an emotionally resonant lifestyle choice for dog and cat owners.
The campaign positions Primal Pet Foods — a recognised leader in raw pet nutrition — as the brand that connects a pet's most spirited, joyful behaviours to their ancestral, biologically appropriate diet. Rather than leading with ingredient lists or category education, "More Time In Their Prime" anchors its message in the everyday moments that pet parents already treasure: the zoomies after dinner, the systematic destruction of a rope toy, a cat ascending its tree with unmistakable purpose. Each creative execution argues that these displays of vitality are the visible return on a raw diet, and that feeding Primal means more years of exactly those moments, according to Distillintelligence.
Brandon — which became Primal Pet Foods' agency of record following a competitive pitch process in March 2025, as documented on Brandon Agency — holds full responsibility across brand strategy, creative, production, media, social, influencer, email, website, analytics, and SEO, according to Towardsfnb. The breadth of that mandate makes "More Time In Their Prime" more than a campaign launch; it marks a structural shift in how Primal Pet Foods approaches its integrated marketing presence across the United States. The two creative films at the heart of the campaign, titled "Little Lamby" and "Rope Beast," each dramatise a pet's inner primal fantasy in contrast with the comparatively modest toy in front of them — a device that is both comedic and strategically precise. Matt Koss, founder of Primal Pet Foods, described the brand's philosophy plainly: "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," as published on brandon.agency. The campaign also extends to incremental product messaging, positioning raw toppers as an accessible entry point for pet parents not yet ready to commit to a fully raw diet.
The United States raw pet food market sits inside one of the fastest-growing segments of the broader food and drink industry, according to Petfoodindustry. According to MMR Statistics, the global raw and minimally processed pet food market was valued at approximately USD 4.51 billion in 2025, with North America accounting for roughly 42 percent of that global share — placing the United States at the strategic centre of the category's expansion. MMR Statistics projects the market to reach USD 9.42 billion by 2032, growing at an 11.1 percent compound annual growth rate. Wise Guy Reports, meanwhile, estimates a somewhat narrower baseline of USD 2.6 billion scaling to USD 6.5 billion by 2035 at a 9.6 percent CAGR — a variance that reflects differing scope definitions but consistently points to robust, sustained growth well above the broader global pet food market's 5.1 percent CAGR, as reported by The Business Research Company.
Primal Pet Foods operates in a competitive segment where brands such as Stella and Chewy's and Instinct Pet Food have built substantial retail and e-commerce presences. Both competitors have invested heavily in freezer-case real estate and digital education, making raw nutrition increasingly mainstream but also more crowded. Primal's strategic response through "More Time In Their Prime" is to move the conversation away from functional claims — where parity is a growing risk — and toward emotional brand equity. By anchoring the campaign in the ancestral heritage that defines a pet's behaviour, Primal Pet Foods constructs a brand narrative that product-level competitors find structurally harder to replicate.
The introduction of raw toppers as an on-ramp product within the campaign's messaging reflects a clear consumer insight: many US pet parents are curious about raw nutrition but perceive a fully raw diet as logistically complex or financially significant. Addressing that barrier directly within the brand campaign demonstrates strategic maturity, allowing "More Time In Their Prime" to function simultaneously as awareness advertising and a conversion tool across digital media channels in 2025.
"More Time In Their Prime" is built on two hero films. "Little Lamby" and "Rope Beast" each follow a similar dramatic logic: a domestic pet confronts an ordinary toy, but in their imagination — rendered through cinematic production — the encounter becomes something far more primal. The contrast between the pet's inner ancestral fantasy and its actual living room reality is the creative engine of the campaign, generating warmth, humour, and a direct emotional argument for why raw nutrition matters.
Production of the two films combined practical sets and live animal performance with 3D modelling and visual effects, as documented on brandon.agency. This hybrid approach allowed the creative team to ground the spots in the tactile authenticity that audiences expect from animal-led advertising while expanding into landscapes and creatures that no practical shoot alone could deliver. The decision to use real dogs on practical sets rather than relying entirely on CG animals is a meaningful craft choice — it preserves the behavioural unpredictability that makes pet content genuinely engaging, while the visual effects work contextualises those performances within a larger, wilder world.
Austin Scott, Chief Creative Officer at Brandon, stated that the campaign "represents the kind of work every creative dreams of doing" and credited the collaborative partnership with Primal Pet Foods in pushing boundaries and exploring new technologies, as published on brandon.agency on September 16, 2025. Courtney Louch, Chief Marketing Officer at Primal Pet Group, described the spots as work that "playfully contrasts the primal fantasies of pets with their everyday toys," a framing that confirms the creative brief was honoured faithfully through execution. The campaign's warm, approachable tone — noted explicitly in the brand's own communications on brandon.agency — prevents the ancestral heritage messaging from tipping into the earnest or clinical register that can make pet nutrition advertising feel inaccessible. The result is brand campaign work that functions across the full connected TV, social, and digital media ecosystem simultaneously.
No independently verified third-party performance data for "More Time In Their Prime" — such as view counts, sales lift figures, or brand tracking metrics — is publicly available at the time of this analysis. The campaign launched on September 16, 2025, as reported by Petfood Industry, and its full performance cycle in the United States market remains ongoing.
Structurally, the campaign demonstrates clear strategic coherence. The decision to unify connected TV, social, digital, and retail channels under a single creative idea gives the brand consistent emotional presence across the consumer journey — a meaningful advantage in a category where purchase decisions often involve multiple research touchpoints. The two-film approach, with "Little Lamby" and "Rope Beast" addressing both dog and cat owners directly, reflects disciplined audience segmentation without fragmenting the brand's creative voice.
The inclusion of raw toppers within the product messaging is a structurally sound conversion mechanism: it lowers the perceived barrier to trial without diluting the brand's positioning as a raw nutrition leader. For a market expanding at rates between 9.6 and 11.1 percent CAGR, according to Wise Guy Reports and MMR Statistics respectively, the ability to capture first-time raw feeders is as commercially significant as retaining existing customers. The campaign's Clapboard Score of 63 out of 100 reflects a well-executed integrated marketing effort that demonstrates creative ambition and strategic clarity, tempered by the absence of publicly documented performance outcomes and the limited independent press coverage available at this stage of the campaign's lifecycle.
"More Time In Their Prime" is a 2025 brand campaign from Primal Pet Foods created by agency Brandon. It runs across connected TV, social, digital, and retail channels in the United States. The campaign connects pets' energetic everyday behaviours to their ancestral raw diet, arguing that Primal's raw nutrition gives pets more years of vitality.
Brandon created the campaign. The integrated marketing agency became Primal Pet Foods' agency of record following a competitive pitch in March 2025, as documented on brandon.agency. Brandon's remit covers brand strategy, creative, production, media, social, influencer, email, website, analytics, and SEO for Primal Pet Foods across the United States.
The campaign features two hero films: "Little Lamby" and "Rope Beast." Both contrast a pet's imagined ancestral fantasy with an ordinary household toy. Production combined practical sets and live dogs with 3D modelling and visual effects, as documented on brandon.agency, to create the campaign's signature cinematic and humorous tone.
Primal Pet Foods launched the campaign on September 16, 2025, in the United States. The launch was reported by Petfood Industry. The campaign represents a strategic shift from product and category education toward emotionally driven, cinematic brand storytelling designed to reach pet parents across connected TV and digital media channels.
The campaign builds emotional brand equity rather than competing on ingredient claims alone. Competitors such as Stella and Chewy's and Instinct Pet Food have established strong retail presences in the United States raw pet food segment. Primal's ancestral heritage narrative — tied to visible pet vitality — offers a brand story that is structurally harder for product-level rivals to replicate.
The campaign receives a Clapboard Score of 63 out of 100. The score reflects coherent integrated marketing strategy, creative ambition across connected TV and digital channels, and a well-structured two-film execution. It is tempered by the absence of publicly verified performance metrics and limited independent trade-press coverage available at this stage of the campaign's 2025 run.
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