xandria heidrich's work

— PROJECT NAME

Open Farm Cats

— ROLE

Creative Strategist

Copywriting

Graphic Design

Although Open Farm is highly regarded in pet food,

many consumers view it as dog-first. The goal

was to reposition their cat line to feel premium,

approachable, and cat-focused, while still driving conversions,from taste to sustainability to nutrition.

The goal of this campaign was to create paid social

ads that drove conversions for their full line of cat products, while making the brand feel more

cat-focused and approachable to cat parents.

I worked as a graphic designer, copywriter, and

creative strategist, concepting and designing

static ads for Meta, TikTok, and YouTube, while

also helping to concept video ads. My focus

was on creating scroll-stopping visuals that

highlighted nutrition, taste, and premium quality.

Research

& Insights

Reviewed competitor ads and cat food category trends on Foreplay and Facebook Ad Library to understand how cat parents perceive Open Farm, which is often seen as a dog-first brand. Focused on uncovering what messaging could

shift attention to cats.

Concept Development

Brainstormed hooks, headlines, and layouts
that emphasized taste, nutrition, and sustainability while positioning Open Farm as best-in-class for cats. Concepts leaned into fun, playful tones to make the brand feel more cat-forward and approachable.

Design

& Copy

Created static ads for social platforms that highlighted premium quality and cat-specific benefits. Balanced bold visuals with clear copy to showcase flavor variety, health benefits, and sustainability credentials.

Testing &

Iteration

Delivered multiple ad variations across different formats and hooks to see which narratives resonated most with cat parents. Refined the creative based on CTR and engagement metrics to push stronger cat-first storytelling.