Merrick "Dogs Are in Charge" — Ryan Dickey | Creative Leader, Art Director, Designer

As Merrick expanded their distribution into PetSmart, we helped shift the brand from a list of ingredients to a point of view.

76% of women wouldn’t date someone their dog doesn’t like. So we put dogs in charge of romance in a 3 part series that ran on Merrick’s Facebook and Instagram feed in the days leading up to the premier of The Bachelorette.

CD / Copywriter: Derek Sherman
CD / Art Director: Ryan Dickey
ECD: Vinny Warren
Producer: Marianne Newton
Producer: Annelise Smith
Director: Jameison Mulholland
UGC Search: Jukin Media
Editor: Ruben Vela
“Dogs are in charge” shifted Merrick from ingredient-led messaging to a culturally relevant, lifestyle-driven brand, strengthening its ability to command premium pricing and become a brand people choose because it reflects what they believe.