Freshpet, the popular pet food brand, has just launched a fresh, cinematic commercial campaign under its platform “It’s Not Dog Food, It’s Food Food”. The new ad, “My Boy Junior,” features none other than Steve Schirripa, famed for his iconic role as Bobby Bacala in The Sopranos. Schirripa, known for his tough-guy persona on screen, brings a new side of himself to the table in this light-hearted, humorous campaign that showcases his deep love for his dog, Willie.
The commercial not only stars Schirripa but also features other notable names in Hollywood: Johnny “Roastbeef” Williams of Goodfellas fame, and Robert Costanzo, best known for his role in Die Hard 2. Together, the cast brings a blend of gangster imagery and genuine warmth, making the ad a memorable one that connects emotionally with viewers.
In this article, we’ll dive deep into the details of this new Freshpet campaign, how it came together, and what makes this collaboration so special.
Freshpet’s New Campaign: Bringing Humor and Gangster Vibes to Pet Food
The Concept Behind “My Boy Junior”
At first glance, pet food commercials can often feel somewhat predictable—scenes of playful pets enjoying their meals and owners happily serving them. But Freshpet aims to shake things up with their new approach. The brand is looking to establish a unique connection between pet parents and their dogs, adding humor and personality to an industry that has become somewhat formulaic.
The “My Boy Junior” commercial does this by tapping into gangster imagery, a nod to Steve Schirripa’s most iconic role as Bobby Bacala in The Sopranos. Known for his role in the notorious Soprano family, Schirripa’s character had all the trappings of a mobster—tough, loyal, and driven by loyalty to his loved ones. In this ad, he brings that same energy to his role as a “dog dad,” showing that when it comes to pets, the connection is just as strong, if not stronger, than the bonds between family members.
The commercial opens with Schirripa speaking directly to the camera, introducing his dog Junior, in his classic deadpan style. But it’s the humor and affection behind his words that really shine through, demonstrating that his love for his Dachshund Willie isn’t just on screen—it’s personal. The ad goes further with cameos from other iconic characters, adding to the feeling that this is no ordinary pet food commercial.
Freshpet’s tagline, “It’s Not Dog Food, It’s Food Food,” emphasizes that their products are more than just kibble—they’re a premium, quality meal for your pet, designed with love and care. The combination of gangster humor, real-life pet-parent emotions, and a top-quality product makes the campaign stand out in a crowded market.
Steve Schirripa: The Perfect Fit for Freshpet’s Campaign
Steve Schirripa’s participation in the campaign is nothing short of a genius move. His tough-guy persona from The Sopranos naturally aligns with Freshpet’s desire to add some flair and personality to their commercial. Schirripa’s background as an actor known for his roles in mobster and gangster films made him the perfect fit for this humorous ad. The contrast between his usual character roles and his role as a loving dog owner brings a fresh, endearing twist to the entire campaign.
Moreover, Schirripa is genuinely a dog lover—a detail that adds authenticity to the commercial. His Dachshund, Willie, even makes a cameo in the commercial, further driving home the personal connection between the actor and his beloved pet. Schirripa’s real affection for his dog adds a layer of sincerity to the ad that resonates with pet owners, making it more than just a typical product promotion.
In a statement, Kate Crook, Freshpet’s vice president of marketing communications, expressed that Schirripa was the perfect choice for the campaign: “We are always looking for new ways to highlight the emotional connection between pet parents and their dogs, with a touch of humor. Our latest commercial, ‘My Boy Junior,’ brings a fresh, more cinematic approach to this concept. Steve Schirripa was the perfect choice for this role, given his prior TV work and his genuine love for his dog.”
A Cinematic Twist: The Humor and Heart of Freshpet
Freshpet’s latest ad pushes beyond the traditional pet food commercial by incorporating cinematic visuals and a touch of Hollywood swagger. Directed by Dan Opsal, the ad takes the familiar gangster-style imagery that Schirripa is known for and mixes it with a humorous storyline that appeals to a wide audience.
The idea of combining gangster imagery with the love between a pet parent and their dog is not only creative, but it adds an element of fun to what is usually a straightforward, functional industry. The setting feels like a mini-movie, with Schirripa leading the show as a “back-room boss” who is fiercely protective of his dog, which makes it fun and relatable for viewers who understand that bond between humans and their furry companions.
Freshpet’s unique approach to storytelling is refreshing, and it goes beyond simply pushing a product. By focusing on humor, emotions, and strong character development, the commercial sets itself apart from other ads in the pet food market.
The Emotional Connection Between Pet Parents and Their Pets
One of the key goals of Freshpet’s campaign is to highlight the emotional connection between pet parents and their dogs. The truth is, pets are more than just animals—they’re part of the family. For many people, their dogs provide companionship, comfort, and unconditional love. Freshpet aims to reflect that bond by portraying pets not just as animals but as family members who deserve the best.
This is where Freshpet stands out in the market. They’re not just selling dog food—they’re offering quality meals that reflect how deeply owners care for their pets. Whether it’s through premium ingredients or personal touches in their marketing, Freshpet wants customers to feel that they are giving their pets the best.
The “My Boy Junior” campaign taps into this emotional connection while adding a humorous twist, showing that even tough-guy gangsters have a soft spot when it comes to their dogs.
Conclusion: A Perfect Blend of Humor, Love, and Gangster Swagger
Freshpet’s “My Boy Junior” campaign is a game-changer in the pet food industry. By bringing together Steve Schirripa’s tough-guy persona with a heartfelt message about the bond between pet parents and their dogs, Freshpet delivers a humorous, cinematic ad that feels both personal and relatable.
The campaign not only serves as a fun way to showcase Freshpet’s high-quality pet food, but it also highlights how important pets are in our lives, something that resonates deeply with pet owners. By blending gangster imagery with genuine love and humor, Freshpet has created an ad that will stick with viewers long after the commercial ends.
If you’re a pet parent, don’t be surprised if you find yourself watching this ad more than once—because it’s not just dog food, it’s food food. And when it comes to your pets, they deserve the best.
