Open Farm Facebook ad — a rewrite

Open Farm makes fresh pet food. This ad was running in my feed, and I knew the copy was holding back their performance, so I rewrote it.

What wasn’t working

The original was written from inside the company. “Elevate your pet’s enrichment using the best products from Open Farm” is a sentence about Open Farm, not about the dog or the person buying. “Enrichment” is category jargon. “Elevate” and “best products” are claims with nothing underneath them — every brand says both, so neither registers.

It also ignored its own creative. The image promised Michelin-star quality for picky eaters. The copy never picked that up.

What I changed

Food so fresh, he’ll think you made it yourself. Healthy doesn’t have to be hard.

The first line makes the freshness claim concrete by comparing it to the thing a devoted pet owner might feel guilty about not doing — cooking for their dog themselves. It’s specific, it’s a picture, and it connects to the “picky eaters” promise in the image.

The second line handles the objection. Fresh pet food costs more and sounds like effort, and that’s what stops the click. Naming it directly does more than another superlative would.

I also switched to “he” — people don’t think of their dog as a pet, they think of him as him.

A note on this piece

This is spec work. Open Farm didn’t hire me; I saw the ad, thought it could do more, and wrote a version to show what I’d do differently.