Dogs | Cats | News & Events | December 7, 2015

Watch Our New Brand Film

Dog on lap

Chilliwack, BC (December 7, 2015) – The folks at Petcurean Pet Nutrition have just released a short film that celebrates the fact that having a dog or a cat in our lives is pretty much the best thing since, well, puppies and kittens. The film’s narrator explains the wonderful intricacies of this connection: “We just love every little furry thing about them; from when they’re tiny and helpless, as they settle down into our hearts and homes and daily lives, to when they’re older and in need of a little extra care. Dogs and cats and cats and dogs. They keep us company, warm our hearts and make us laugh and laugh. And, if you’re like us, you do the very best you can for your pets; all that you can to keep them healthy, safe, active and happy.”

Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes for dogs and cats: GO!™, NOW FRESH™ and SPIKE™ treats. So, why would the creators of a premium quality pet food take such an emotional approach to their brand story? Why not focus, as most companies would, on the products’ high quality ingredients, instead? Rick van Schagen, President and General Manager of Petcurean, explains:

“Back in 1999, two good friends started Petcurean as a little family-run operation in the Fraser Valley of British Columbia, Canada. From day one, they were driven by the idea that pets deserved better; that pets deserved food made with the same love and care as we put into preparing meals for our own families. Our story had to be told in a way that reflects that belief, that pets come first. Premium quality is a natural result of that belief. With every decision we make, every recipe we create, we put pets first.”


The two minute film is both a love letter to our pets, and a celebration of our interactions and relationships. The film starts by hinting at some of the indelible impressions that pets have on our lives, and in our homes (even when we do not see them directly). As the story continues, we move from showcasing our pets and the many things they do in their lives that win our love and affection, to celebrating the personal bond we have from the countless, everyday interactions that typify our relationship. All of the pets featured in the film belong to friends, family and staff and regularly eat Petcurean pet foods. They were filmed in environments they love, with the people they love, doing the things that all dogs and cats (and cats and dogs) love to do.

“At Petcurean, we’re passionate – ok, maybe obsessed – with proper pet nutrition, and we love informing people all about the differences that a premium quality pet food can make in their pets’ lives” remarked Dr. Jennifer Adolphe, Petcurean’s senior nutritionist (who has a rare & coveted PhD in the science of formulating amazing pet food). “And so, the more people who know about Petcurean and share our story with their friends, the better”. Pet people, pet parents, pet advocates and anyone who’s a little crazy about pets should check out the film. We think you’ll like it, and we hope you’ll share it.

Concept, Filmmaker and Director: Bryant Bell, Aspect Films Inc.
Director of Photography: Byron Kopman
Creative Director: Matthew Clark, Subplot Design Inc.
Script and copywriter: Pete Pallett
Voiceover: Tracey Waterhouse
Client: Petcurean Pet Nutrition
Client Lead: Jaimie Turkington


About Petcurean – Pet Nutrition Petcurean is a family-owned Canadian company that creates premium-quality pet food recipes: GO!™, NOW FRESH™ and SPIKE™ treats, for dogs and cats. GO! provides solutions for your pet’s unique dietary needs; NOW FRESH is the only dry pet food to use 100% fresh meat and fresh omega oils; and SPIKE lets you reward your pet with treats made using all natural ingredients. Petcurean pet foods are sold exclusively through pet specialty retailers in Canada, the United States, and more than 15 countries internationally. At Petcurean, with every decision they make and every recipe they create, they put pets first. Please visit to learn more.

About Aspect Films – Aspect Films is a creative film studio in Vancouver, BC practicing the Art of Storytelling.

About Subplot Design Inc.  – Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.