PRIMAL PET FOODS LAUNCHES ‘MORE TIME IN THEIR PRIME’ CAMPAIGN
New Creative Celebrates the Benefits that Pets Enjoy Through Raw Nutrition
ABILENE, Texas, September 12, 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 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 keeps 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.
“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,” said Matt Koss, founder of Primal Pet Foods. “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.
More Time In Their Prime, Backed By Research
For nearly 25 years, the Primal Pet Foods team has advocated for the benefits of raw nutrition on the health and vitality of pets. The company recently partnered with researchers at the University of Illinois to better understand the impact and effectiveness of raw nutrition through peer-reviewed research studies. The findings suggest that minimally processed raw pet foods deliver highly digestible amino acids and exceptional levels of metabolizable energy, more usable nutrients, supporting optimal nutrition and well-being.
“The published research demonstrates what we’ve always known to be true – our Primal recipes are easier for your pet to digest and better for their gut health compared to other commercially available formats,” Koss added.
More Time in Their Prime Creative Execution
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” push creative boundaries by blending traditional filmmaking with cutting-edge technology to connect a pet’s ancestral drive, some imagination, and the Primal products in a seamless experience.
“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,” said Courtney Louch, chief marketing officer for Primal Pet Group. “It’s a fun and creative way of imagining what might really be going through their minds when they play.”
The More Time In Their Prime campaign was developed by Brandon, a leading integrated marketing agency specializing in brand strategy and consumer engagement. 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.
For more information about Primal Pet Food, visit www.PrimalPetFoods.com or follow Primal Pet Foods on Instagram: @PrimalPetFoods.
About Primal Pet Foods
Primal Pet Foods was founded in 2001 with a mission to improve the overall health of pets by getting more raw and fresh foods into their bowls. A pioneer in the alternative pet food category, Primal has been supporting a pet’s ancestral biological needs by crafting premium raw pet foods using whole food ingredients for nearly 25 years. Primal is the market leader for raw pet food in the neighborhood pet channel, and with the launch of its most recent innovation, Kibble in the Raw, Primal continues to set the industry standard for raw pet food. Primal nourishes dogs and cats with minimally processed recipes that are crafted from real whole foods (no synthetic vitamins or minerals) for optimal health and digestibility. To learn more, visit www.PrimalPetFoods.com.