Company Snapshot
What They Sell
Human-grade fresh dog food delivered on subscription. Positioned as the premium science-backed alternative to kibble. Custom meal plans built from a dog profile quiz (breed, age, activity level, health goals).
Business Model
Subscription DTC. 60% off first box to acquire, full-price recurring. Premium price point, high customer satisfaction signal (220M+ meals, 5.5M+ boxes shipped, +40% YoY).
Scale Signal
$67.7M raised. Acquired by Agrolimen 2026. New CMO (Allison Stadd) appointed July 2025. Major national campaign "Feed the Obsession" launched March 2026 across streaming (Peacock, Paramount+, Hulu), broadcast, and digital.
Funnel Architecture
Cold Meta ad (quiz funnel / brand campaign)
→ Dog profile quiz (breed, age, activity, health goals)
→ Personalized meal plan recommendation
→ 60% off first box offer
→ Subscription checkout
Trust Signals
Vet formulated claims, 220M+ meals served metric, customer testimonials, Kylie Minogue brand campaign. Strong social proof infrastructure.
Targeting
Dog owners, pet subscription audiences, millennial/Gen Z dog parents, broad targeting with demographic signals.
Ad Intelligence
Active Ad Count
30-80+ active ads across Meta
Primary Formats
Dog transformation story UGC
Veterinarian-backed credibility ads
Quiz funnel entry ads
Feed the Obsession lifestyle content
Ingredient comparison vs kibble
New Campaign Signal March 2026
"Feed the Obsession" national campaign just launched. Kylie Minogue partnership. Streaming TV (Peacock, Paramount+, Hulu) + broadcast + digital. Brand building play at scale, not DR-forward.
Primary Hooks in Market
- My vet said switch immediately, here's what changed
- We tested 47 dog food brands. Only Ollie passed.
- Your dog's energy level is a direct result of this one ingredient
- 220 million meals served. Here's what we've learned about dog health.
Creative Assessment
Strong brand creative machine. New CMO means creative strategy is in transition. The brand campaign is creating awareness at scale. The DR companion to convert that awareness into subscriptions is the current gap.
Gap Analysis
New CMO Means Creative Strategy Is in Flux
Allison Stadd was appointed July 2025 and is overseeing growth, lifecycle marketing, creative strategy, customer insights, and customer service operations. New CMO equals new creative vision equals need for fresh copy and new angles at every funnel stage. External copy talent that delivers fast is valuable in this window.
Emko Opportunity
Reach out with a specific creative angle or VSL treatment that aligns with the "Feed the Obsession" platform. New CMO wants to prove ROI on her creative direction. Fast, specific, deliverable-first outreach is the right approach.
"Feed the Obsession" Is Brand-Forward, Not DR-Forward
The March 2026 campaign (Kylie Minogue, streaming TV) is a brand-building play, not a direct response play. Brand campaigns create awareness but do not directly sell subscriptions. The DR companion layer that converts awareness into subscription action is currently missing from the equation.
Emko Opportunity
Write DR companion ads that borrow the "Feed the Obsession" platform energy but drive direct subscription conversions. The brand campaign is doing the awareness work. The DR copywriter capitalizes on it at the bottom of the funnel while the window is open.
Quiz Results Page Copy Is Not Personalized Enough
Like competitors in the fresh dog food space, Ollie's quiz collects breed, age, and health data but the results page likely uses templated copy that does not deeply reference the specific answers. Cold traffic that completed the quiz is the warmest possible audience, and generic results copy leaves conversion on the table.
Emko Opportunity
Write variant copy for the quiz results page that speaks directly to the top 5 dog breed and age segments. Personalized results copy that mirrors back what the quiz collected creates higher conversion to subscription.
Lifecycle Email Copy Is a Stated CMO Priority
The new CMO's mandate explicitly includes lifecycle marketing, which means email and SMS retention is a priority and an acknowledged weakness. A fresh copywriter can deliver measurable value here quickly, which maps directly to what the new CMO needs to demonstrate to leadership.
Emko Opportunity
Write a dog health milestone email sequence (puppy, adult, senior transitions) that serves dual purpose: retention AND upsell to higher-tier meal plans. Deliver exactly what the CMO needs to show: measurable lifecycle marketing improvement.
Biggest Single Opportunity
DR companion ads for the "Feed the Obsession" platform. The brand campaign is creating awareness right now. The DR half of that equation converts awareness into subscriptions. Position as "the DR companion to Feed the Obsession": the ads and email sequences that turn the brand lift into measurable subscription growth. The timing window (brand campaign just launched March 2026) is ideal and will not last.
Estimated impact: DR conversion companion to a major brand campaign at this scale represents potentially millions in incremental subscription revenue. The timing window is open right now.
Funnel Teardown A-
Cold to Click
Strong. Brand campaign plus quiz funnel ads perform well. National campaign is elevating brand awareness in parallel.
Click to Quiz Start
Strong. Clean UX, compelling quiz entry point. Low friction from ad to quiz start.
Quiz to Results
Medium. Quiz completion rate likely high. Results page personalization is the weak link in an otherwise strong funnel.
Results to Checkout
Medium. 60% off offer is compelling but cold traffic copy may not close the emotional commitment to subscribe.
Checkout to Active Subscriber
Strong. Premium product with high satisfaction signal (220M+ meals, strong retention metrics).
Subscriber Retention Email
Medium. Lifecycle email is a stated CMO priority, meaning it is an acknowledged gap. High-value improvement opportunity.
Overall assessment: Strong brand, strong acquisition machine, new CMO ready to invest in creative. Timing is ideal.
Decision Maker
Allison Stadd
Chief Marketing Officer
astadd@myollie.com
Appointment confirmed July 2025 per petfoodindustry.com, petage.com, adweek.com. Standard first initial + last name format.
Likely
Call Cheat Sheet
Biggest Weakness to Lead With
Brand Campaign Running Without a DR Companion
"Feed the Obsession" is generating awareness at national scale right now. Brand awareness without DR conversion ads means the awareness lift dissipates without converting to subscriptions. The window is open this month.
Opening Statement
"Feed the Obsession is a strong brand foundation. What converts brand awareness into subscriptions is a DR companion: ads and email sequences that ride the emotional energy of the platform but drive direct action. You just launched the biggest campaign in Ollie's history. The awareness lift is happening this month."
Discovery Questions
- Now that "Feed the Obsession" is live on streaming and broadcast, what does your DR creative strategy look like for converting that awareness into subscriptions at the bottom of the funnel?
- When you look at the quiz results page, is the copy segmented by breed or age or does every dog get the same results copy?
- Given that lifecycle marketing is in your mandate, where is your current onboarding sequence relative to where you want it to be?
Key Objection and Handle
Objection: "We have a full creative team handling the Feed the Obsession campaign. We're covered."
The brand campaign is clearly well-staffed. What I'm talking about is different work: direct response copy that rides the awareness the campaign is creating. Brand creative and DR copy require different disciplines. Your brand team is building the "Feed the Obsession" narrative. I write the ads and emails that convert people already in that narrative into subscribers. Those are complementary, not competing.
Outreach Angle
Feed the Obsession is a strong brand foundation. What converts brand awareness into subscriptions is a DR companion: ads and email sequences that ride the emotional energy of the platform but drive direct action. You just launched the biggest campaign in Ollie's history. The awareness lift is happening this month. If you want a DR copywriter who can turn that brand lift into measurable subscription growth before the window closes, I'll show you exactly what that looks like.
First Move
Lead with the timing angle. "Feed the Obsession just launched. The awareness window is open right now." Show one DR ad treatment built on the "Feed the Obsession" emotional platform. Make it undeniable that the brand campaign needs a DR half.