Behind our best friend’s meals there’s a complex process that transforms various ingredients into countless bits of kibble through grinding, refining and compacting. But how healthy is this stuff? It turns out that many of the pet food brands rely quite heavily on “meat meal”. This ultra-processed and pulverised mix made from rotten meat scraps has shown to take a toll on our pets’ health and lifespan. It’s from this upsetting truth that Edgard & Cooper was born, a pet food brand with a mission: to make sure our dogs and cats are eating kibble made from the real deal - genuine meat, proper fish, and top-notch veggies and fruits. From humble startup origins 7 years ago, the brand was ready to shake things up across Europe, needing their first global campaign to launch in markets including the UK, Netherlands, Belgium, France and Germany. So to truly disrupt the pet food category, we recruited a pack of fake pets showing the effects of feeding our furry friends with bogus food.