{
  "slug": "the-farmers-dog",
  "name": "The Farmer's Dog",
  "website": "https://thefarmersdog.com",
  "category": "pet",
  "angles": [
    "personalization"
  ],
  "thesis": "Turn pet feeding into a portioned recurring plan.",
  "question": "Separate the intake questionnaire, fulfillment experience and nutritional claims.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Turn pet feeding into a portioned recurring plan.",
  "audit": [
    "Separate the intake questionnaire, fulfillment experience and nutritional claims.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://www.thefarmersdog.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "The Farmer’s Dog provides healthier fresh dog food: 100% human-grade food, pre-portioned and delivered to your door. Create…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}