Reference ID: #JB01191
Posted on March 30th, 2026
A Strong Heart is a pet food brand built on the belief that every pet deserves real, quality nutrition — without the premium price tag.
Campaign Objective:
- Most pet parents feel like they have to pick a side: pay more for quality, or save money and settle. A Strong Heart was built to end that trade-off — complete, balanced nutrition made with real ingredients, at a price that works for real families.
- This launch is the chance to introduce a new audience to a brand with decades of heritage behind it, made right here in the USA, with recipes that actually taste like something worth eating. Your content is the moment someone realizes they don't have to compromise — and that a strong heart really does deliver more than expected.
Brief
The ask
- We want content that sparks conversation — saves, shares, comments, tags.
- A Strong Heart was built on a simple belief: quality nutrition and love in every bowl — because caring for your pet shouldn't cost more than it should. This launch is proof that you don't have to choose between what's good for your dog and what's good for your wallet. We want creators to make that case in the most real, joyful, down-to-earth way possible.
- No fluff, no fuss. Just real food, real dogs, real reactions.
Hook Ideas to Spark Inspiration
1. The Label Check
"I always thought good dog food had to cost a lot. Let me check if this one proved me wrong."
- Pick up the can, read the label out loud, react genuinely to what's inside.
- Play the informed skeptic — you know what to look for — and let the ingredients do the convincing.
- Steak Dinner, Country Stew, Turkey Stew — the recipes sound like something worth checking out. Let that curiosity lead.
- Works great as a Reel with a natural, unscripted voiceover. Keep it conversational — ASH speaks human, not ad-speak.
2. Steak. Country Stew. Turkey. For Your Dog.
"I need you to read these flavor names. For a dog. Out loud."
- The recipes are the hook — lead with them and let viewers sit with the disbelief for a beat.
- Close-up on the real meat cuts, the gravy, the texture. The visual quality is the argument.
- This works especially well as a carousel: flavor name card → ingredient close-up → your dog's reaction. Clean, colorful, bold — just like ASH's visual identity.
3. Real Food Shouldn't Be a Luxury
"Why does it always feel like you have to pay a premium to feed your dog something actually good? A Strong Heart doesn't think that's right."
- Speak directly to the frustration dog parents know: quality feels expensive, budget options feel like a compromise.
- Position ASH as the brand that closes that gap — no cutting corners, no premium markup, no trade-off.
- Authentic and conversational delivery works best. This isn't a polished ad moment — it's a recommendation from someone who genuinely gets it.
- This hook resonates especially well with everyday dog parents who scrutinize labels and compare prices before they buy.
4. Open, Serve, Done. Watch What Happens Next.
"Steak dinner. Into the bowl. My dog didn't even wait for me to step back."
- Simple, satisfying, and full of heart. Show the full serve moment — open the can, pour, watch your dog go.
- The emotional payoff is always your dog's reaction. Let the camera linger. That's the content.
- Keep the energy bright and joyful — bold, real, and full of personality. No moody shadows, no slow burns. ASH is vibrant, and so is mealtime.
Content That Drives Engagement
The best-performing pet content follows a few consistent patterns.
Keep these in mind:
- Lead with the value story, but make it feel like a win — not a compromise. The "quality without the premium price tag" angle is ASH's sharpest differentiator. Frame it as a discovery, not a consolation prize.
- Let the recipes do the heavy lifting. "Steak Dinner" and "Country Stew" create instant curiosity. Name them on screen — in text overlays, in voiceover, on the label.
- Show the can. The 13.2oz size is generous and reads as substantial. That visual matters, especially for budget-conscious pet parents who want to know they're getting real value.
- Show your dog's reaction. Always. It's the moment that gets shared, saved, and sent to a friend. Don't cut away too soon.
- Use text overlays and captions. Most viewers watch on mute the first pass. Make sure your story reads visually — flavor names, key callouts, your dog's reaction all deserve a text moment.
- End with a conversational CTA — playful, not pushy: "Quality dog food that doesn't drain your wallet — why is this not talked about more?"
- "Tag a dog parent who's been overpaying for the same thing."
- "Country Stew or Ribeye Cuts — what's your dog getting tonight?"
- "Would your dog lick the bowl clean? Mine didn't leave a trace."
The Visual Hook:
- The food's visual quality is the hero.
- When you open a can, it doesn’t look like typical dog food — you can see real pieces of meat and vegetables.
- That “wait, this is dog food?” moment is your content gold. Lean into it.
Deliverables
- 1x IG Video or 1x IG Carousel Post
Mandatory
- Product packaging visible (brand name clear)
- @strongheartpetfood tag + #strongheartpetfood + #ad #gifted or #partner
Content examples
Important Notes
- You will need to purchase the product first, but we will reimburse you after the campaign.
- All content needs to be reviewed before it goes live
- You will need to tag @pawjourr and @strongheartpetfood
Creator Preferences
Creator Types
Dog
Locations
United States
Platforms
Instagram
Min Followers Count
1,000
Lifestages
All
Total Creators
10
Paid Campaign
Key Products to Promote
Strong Heart Wet Dog Food, Chicken & Beef Variety Pack
USD19.33
retail value
Strong Heart Wet Dog Food, Beef and Bacon Variety Pack
USD15.26
retail value
Tasks
You are required to choose a total 2 task/s. All influencers are expected to uphold the required tasks. Final submissions are subjected to the client’s approval.
Receipt
1 x
Image / Screenshot
IG Reel = $80
1 x
IG Reel (1080 x 1920px)
IG Carousel Post = $40
1 x
IG Carousel Post
Terms & Conditions
- I acknowledge and agree that I participate in the campaign at my own risk and I am solely responsible for any medical issues that may arise as a result.
- Pawjourr, at any time, and at our sole discretion, can modify the brief and deliverables, with or without notice to the influencers. Any such modification will be effective immediately. Your continued participation in the campaign means you agree to the change unless you specify your withdrawal.
- By applying to this campaign, I agree to share my personal data with the brand for marketing purposes.
- In the event that I do not complete the campaign WITHOUT a valid reason, I understand that I will get blacklisted for future campaigns.
- I will assume full responsibility for any legal issues that may arise from my use of music in my videos, including any claims of copyright infringement or other intellectual property violations.
- I will not work directly with the brand, partner or retailer for 6 months after the campaign has ended.
- I will give full rights to the brand and Pawjourr for all content created, wholly or in partial