Dog Lovers’ Guide: Creative Campaigns That Celebrate Pets

If you’ve ever fallen victim to buying a toy just because your dog gave you “the look,” you already know how powerful pet marketing can be. As a self-proclaimed dog-obsessed marketer (and yes, Hades approves this message), I’ve noticed how brands are leaning into creativity to celebrate our furry best friends. Here are a few that stand out.

BarkBox has mastered the art of turning toys into entertainment. Their themed boxes like “Chewrassic Bark” and “The Muttcracker” show that playful copy and design can make every delivery feel like an event. They’re not just shipping squeaky toys they’re shipping inside jokes that pet parents are in on. It’s witty, it’s shareable, and it’s proof that humor goes a long way in building brand loyalty.

Pedigree, on the other hand, tugs at the heartstrings with its “Feed the Good” campaign. Instead of focusing on kibble, the ads highlight how dogs bring out the best in humans. It’s emotional marketing at its finest, because honestly, who hasn’t cried watching a dog adoption ad? Pedigree knows their audience isn’t just buying food they’re buying into a relationship.

One of my favorite examples, though, comes from personal experience. During my internship with WagAround Town, I’ve seen firsthand how creativity can transform everyday accessories into must-have items. From playful charmdanas to email campaigns that highlight dogs as style icons, the focus is always on celebrating the personality and charm that pets bring. Plus, it’s the only job where “mandatory dog photoshoot” shows up on my calendar, and that alone makes the brainstorming process ten times more fun.

Even Ikea has gotten in on the pet love, with its “Happy to See You” campaign. By featuring real dogs in store showrooms, Ikea showed how furniture works with all family members, not just the humans. It was smart, relatable, and maybe a little dangerous because now your dog might think they deserve their own sectional.

At the end of the day, the best pet campaigns succeed because they tap into the way we really see our dogs: as family members, comedians, adventurers, and style icons. They’re funny, heartfelt, and a little over the top just like the way we treat our pets. So the next time you find yourself with three toys, a bandana, and a bone-shaped cookie jar in your cart, don’t blame yourself. Blame the marketers.