Pet brands are all starting to sound like each other. Same photos. Same promises. Same painfully pun-heavy captions. Edgard & Cooper didn’t want to join the kennel chorus — they wanted to lead the pack. My job was to help build a tone of voice that stayed true to who they are: light-hearted, sincere, and proudly a little weird.

Pet brands generally sound like a millennial meme account trapped in a Labrador’s body. “Silly hooman”, “Doggo needs snackos” — you know the type. Instead of chasing that cliché, we chose to chase the actual dog. Or cat. Or ferret, if you're brave. Because Edgard & Cooper don’t just know nutrition, they know behaviour. They know you and your ridiculous bedtime routines. They know your dog pretends not to hear you when there’s chicken involved. That’s where the magic lives so we decided that’s the voice.

We ignored trends, they belong on TikTok, not in trust-building. We went deeper into the wonderfully chaotic world of pets and their people. Not the polished version. The real one. The one where your dog steals your croissant mid-Zoom call and your cat starts kneading your bladder at 5am. By tapping into those micro-moments, we gave Edgard & Cooper a voice that feels lived-in, not lab-tested.

A proper brand voice. One with humour, heart and a strong whiff of authenticity. While I didn’t execute the social campaign myself, I laid the groundwork — and a brilliant Belgian agency picked up the leash and ran with it. They got the tone. They understood the insight. And they brought it to life in a way that barked, purred, and performed.