Leading pet food brand Freshpet has launched a new mob movie-inspired campaign featuring "The Sopranos" stars Steve Schirripa and Robert Costanzo, alongside "Goodfellas" actor Johnny 'Roastbeef' Williams.
Created by independent agency Terri & Sandy and directed by Emmy-nominated Dan Opsal of Hungry Man, the spot debuted during Netflix’s Christmas NFL games in 30- and 15-second versions, with a 60-second version rolled out across social and digital platforms.
"My Boy Junior" emphasizes the emotional connection between pet parents and their dogs, with a comedic edge.
Schirripa is a devoted dog dad to his Dachshund Willie, who is an avid fan of Freshpet in real life, and his portrayal highlights the idea that dogs deserve food as good as what’s in your own fridge.
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Freshpet VP of Marketing Communications Kate Crook shared that the brand wanted to highlight the emotional bond between pet owners and their dogs.
"Steve Schirripa was the perfect choice for this role given his prior TV work and his genuine love for his dog, Willie. He’s the ultimate dog dad, and we’re excited to welcome both Steve and Willie to the Freshpet family," she added.
The ad is part of Freshpet’s ongoing "It’s Not Dog Food, It’s Food Food" platform, which aims to connect with dog owners through relatable and lighthearted messaging.
Its commitment to portraying the joy of pet ownership is evident in its choice of both Schirripa and his real-life dog, reinforcing the authenticity of its brand message.
Freshpet is redefining how pet food brands engage with their audience, seamlessly blending celebrity appeal with relatable storytelling.
Creative agencies play a vital role in this process, using fresh ideas and clever strategies to bring brand stories to life and make campaigns truly stand out.
Freshpet for My Boy Junior
The full “My Boy Junior” spot opens with Junior, a Cavalier King Charles Spaniel, walking over to Schirripa, who is sitting at the table playing cards and chatting animatedly.
A man enters the room carrying a package, and Schirripa casually tells him to put it in the freezer, exchanging light banter.
As the man heads to the fridge, he opens it and spots Freshpet, visibly puzzled. “What’s this? You keep dog food in the fridge?” he asks.
Schirripa responds, “That’s not dog food, that’s Freshpet. Real meat, real veggies, for my boy Junior.”
The man, confused, replies, “No disrespect, but what are we doing here?” — clearly unable to understand why dog food would be in the fridge.
The room falls silent, and the men at the table stand up, fixing their gazes on him mob-style. The tension builds as the men rise from the table and approach the man at the fridge, who nervously hugs the Freshpet bag to his chest.
The scene then cuts to Schirripa outside, holding Junior, with the camera angle from the trunk of a car as two men close it, alluding to something bad happening to the guy questioning why dog food has to be refrigerated.
Back inside, Schirripa opens a fresh pack of Freshpet and feeds Junior. “Anybody asks, we were at grandma’s,” he tells the dog, closing the spot.
Last year, Freshpet partnered with global superstar and dog mom Meghan Trainor for its “I’m a Dog Mom” campaign.
