Freshpet Launches ‘Fresh Start’ Movement to Help Underdogs

Campaign by Freshpet Aims to Help Shelter Animals Toward Fresh Start in Life

Freshpet, a maker of real, all-natural, fresh food for pets in the US, launched its ‘Fresh Start’ movement, a philanthropic platform that aims to spotlight overlooked shelter animals who deserve a fresh start in life. The programme, in its inaugural year, will allow consumers the opportunity to get involved and make a difference to help underdogs (and cats) find their forever homes with a simple click of a button.

To kick start the programme, the brand launched a microsite that invites animal lovers everywhere to make a difference in the lives of dogs and cats looking to be adopted—like Princess and Lauren Rose, featured on the site, who were once-neglected dogs that defied all odds and now live happily with their forever families.

For its first ‘Fresh Start’ project, the brand is aiming to help Animal Alliance of New Jersey build a rehabilitation wing to foster animal development, providing even more dogs and cats the attention they need to jumpstart the next stage of their lives.

The brand is asking pet lovers to help spread a message of hope: that shelter animals who come from difficult or troubled pasts can make amazing pets, if given a chance. To start making a difference for these animals, it is helping build a rehabilitation wing for recovering rescue animals.

From now through 20 April, the brand will donate another US dollar towards construction of the rehabilitation wing for every social share of the ‘Fresh Start’ video on the campaign website.

Consumers who prefer to donate directly to Animal Alliance of New Jersey can also do so on the microsite, with 100 percent of funds benefiting the organisation and shelter animals looking to be adopted.

In a second phase of the campaign, users will be able to nominate other nonprofit organisations for future ‘Fresh Start’ consideration.

“At Freshpet, we believe all pets deserve happy, healthy, tail-wagging lives, but so many ‘underdogs’—animals from backgrounds of abuse, neglect, or disability—often get overlooked in shelters. We wanted to change that, to give these animals the second chance they all deserve.

“That’s why we started the ‘Fresh Start’ movement, and we’re hopeful that with a lending hand – or click – from all animal lovers, we can do our part to erase some of the stigma around shelter animals and help change the lives of underdogs and cats in need for many years to come,” said John Speranza, Vice President of Marketing at Freshpet.

“We are absolutely thrilled to work with the brand in raising awareness for dogs and cats that come from perilous situations, many of which were the victims of cruelty and neglect, in an effort to find them their forever families.

As a safe haven for our furry friends in need of a brighter future, Animal Alliance of New Jersey is honoured to soon expand our capabilities to include advanced rehabilitation for animals who otherwise may not have a second chance at life,” said Annie Trinkle, Executive Director at Animal Alliance of New Jersey.