Brand Launch

The challenge:

Launch Kismet, John Legend and Chrissy Teigen’s first-ever joint business venture and introduction into the pet category, in a way that felt authentic, personal, and purpose-driven rather than celebrity-led.

How we did it

We created a high-impact launch campaign centered on John and Chrissy’s genuine love for their pets, securing major broadcast appearances, profile opportunities, and business and lifestyle features across New York and Los Angeles. We complemented the media rollout with an intimate VIP launch event hosted at their home, inviting notable pet influencers and tastemakers to experience the brand firsthand and build an early community around Kismet’s mission.

Results

We secured 79 pieces of earned coverage across top-tier national, business, and lifestyle outlets, including The Tonight Show Starring Jimmy Fallon, TODAY, Access Hollywood, The Drew Barrymore Show, People, and Fast Company. The campaign introduced Kismet to millions of consumers and established the brand as a credible, heartfelt player in the pet wellness space.