The World’s Most Extreme Unboxing

In a fresh pet food category increasingly defined by picture-perfect serving shots, ORIJEN™Brand, part of Champion Petfoods, and TDA Boulder saw an opening to do the opposite.

To launch ORIJEN(™) FRESHPREY, the brand’s new fresh dog food line, TDA Boulder created “The World’s Most Extreme Unboxing,” a campaign that pushes the familiar influencer reveal format well beyond its comfort zone. Instead of another countertop product reveal, the brand partnered with outdoor creators Wander with Willow and headed into the Red Mountains outside Ouray, Colorado, where the team snowshoed and skinned to 12,000 feet to unbox the product above treeline.

The campaign was designed to introduce ORIJEN(™)FRESHPREYnot just as a new entry in the growing fresh pet food segment, but as a signal of how ORIJEN(™) intends to show up in the category: with a more rugged, adventure-led expression of fresh nutrition that reflects the brand’s longstanding WHOLEPREY philosophy and Biologically Appropriate approach.

“Fresh pet food advertising has started to look and feel interchangeable,” said Jonathan Schoenberg, Co-Owner & ECD, TDA Boulder. “A lot of the category codes lean heavily on at home kitchen aesthetics and domestic lifestyle cues. The launch of ORIJEN(™) FRESHPREY gave us the opportunity to break from that sameness and create a launch that feels true to the product, true to the brand and true to the people it’s speaking to.”

The hero film follows Wander with Willow (Courtney and Mike) alongside their wolf-hybrid companions, Gryffin and Luke, as they trek through snowy alpine terrain in search of the ORIJEN(™)signature red cooler. At the summit, they reveal FRESHPREY against a dramatic mountain backdrop that mirrors the ambition behind the launch.

The approach reflects the audience the ORIJEN(™) brand is targeting: dog owners who believe minimally processed food is best, seek clean nutrition without fillers, and see time outdoors with their dogs as part of their identity. While many fresh pet food brands continue to frame mealtime through the lens of modern domesticity, ORIJEN(™) wanted to root the launch in the shared spirit of exploration between pets and their people.

“For us, this is more than a product launch,” said Mark Fannin, Global Vice President of ORIJEN. “RESHPREY reflects years of passion and research, and this campaign captures the lengths we’re willing to go to deliver something exceptional for pets. It’s a bold expression of our belief that dogs deserve protein-rich, Biologically Appropriate nutrition that supports vibrant, active lives.”

“The Champion Petfoods team put in the hard work to craft this category defining fresh pet food , so it seemed only fair the influencer does the same to get a free sample,” said Jeremy Seibold, Creative Director at TDA Boulder.

ORIJEN(™) FRESHPREY is made with nutrient-dense WHOLEPREY ingredients including meat, organs and bone, with animal ingredients listed among the first five ingredients. The line is gently steam-cooked and crafted to deliver Biologically Appropriate nutrition in recipes designed for pet owners seeking a minimally processed fresh option.

The production itself matched the ambition of the idea. Client partners, agency team members, director Oliver Sutro, production crew, safety guides, creators and dogs all traveled above treeline in winter conditions to capture the campaign on location in Colorado’s San Juan Mountains.

Launching across CTV, online video, digital, OOH, social, influencer and experiential, “The World’s Most Extreme Unboxing” gives the ORIJEN(™) brand a distinctly different entry point into fresh pet food, one that swaps category convention for altitude, effort and a clearer point of view.

ORIJEN(™) FRESHPREY(™) launches exclusively at Petco this month and is scheduled to expand to Chewy.com and additional pet specialty retailers in April.