Case study / Pet brand × character platform × animal welfare
Lucy Pet Products
Turning a rescue dog into a brand world people wanted to follow
Brand, social and partnership consultant
Executive summary
Help Lucy Pet Products and Lucy Pet Foundation build a distinctive public presence through animal characters, original content, community activation and a credible animal welfare mission.
The challenge
What needed
to change.
A new pet business and foundation needed more than product messages. They needed recognizable personalities, an expandable story system and a reason for pet families, media and partners to care.
The insight
The unlock.
Surfin’ Jack was not simply a mascot. A real rescue animal could become the emotional center of a connected brand world, making product, entertainment, education and giving feel like parts of one story.
Campaign evidence
See the work
in motion.
Character platform / Original archive
Build a real rescue dog into a social-first personality people could recognize and follow.
Lifestyle storytelling / Surfin’ Jack
Give the character a distinctive visual world that could travel across content, events and community.
Product portfolio / Shampoo + conditioner
Connect the personality and purpose story to a colorful, useful commercial grooming line.
The value loop
How the idea
compounds.
- 01Rescue animal→
- 02Character and story→
- 03Audience participation→
- 04Product and purpose→
- 05Animal welfare impact
The outcome creates fuel for the next cycle.
The operating system
From idea
to execution.
- 01
Developed Surfin’ Jack and Ricky as social-first character platforms
- 02
Built road-trip, contest, event and holiday content designed for participation
- 03
Connected Lucy Pet Products storytelling to Lucy Pet Foundation’s animal welfare purpose
- 04
Turned longstanding pet-industry and media relationships into launch momentum
- 05
Worked hands on across strategy, talent, production, events and community response
Supporting evidence
What the
work shows.
- Surfin’ Jack gave Lucy Pet Products a recognizable rescue-led character with enough personality to support original photography, road-trip stories, contests, events and seasonal campaigns.
- The same brand world connected colorful grooming products—including shampoo and conditioner—to the Lucy Pet Foundation’s animal-welfare mission without reducing either story to a sales message.
- Wave-machine appearances and the Rose Parade expanded that everyday character and product system into experiential moments built for participation, press and public visibility.