Today’s pet owners treat their pets like family. Meaning at mealtime, they don’t reach for generic kibble. They go for premium brands. So when we concepted a for Tractor Supply Co’s new pet food brand 4Health, we wanted to speak to pet parents who were dissatisfied with the market’s exorbitant prices and sales-y jargon. We delivered a couple angles meant to appeal to their no-nonsense, bootstrap customer.