Pet food marketing and branding are evolving, with companies exploring new paths to expand their focus without losing identity. Hill’s Pet Nutrition and Bond Pet Foods leaders discuss the potential of regenerative agriculture and precision-fermentation protein partnerships.
Kibbles ‘n Bits has launched a heist-themed dog food campaign, featuring a 45-second trailer starring dogs and bringing back the brand’s jingle for the first time in over 20 years.
Purina’s ‘A Different Breed’ docuseries has won three Daytime Emmys, following 18 teams competing in the Purina Pro Plan Incredible Dog Challenge. The company has also debuted a limited-edition white cat micro bag, designed in partnership with Susan Alexandra.
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The Farmer’s Dog has signed a three-year agreement to serve as the pet food partner of athletic departments at five colleges, including Georgia and Tennessee. Dr. Tim’s Pet Food has launched a redesigned website, allowing pet owners to search products by type, life stage, and dietary need.
Purina Dog Chow’s float has joined the 100th Macy’s parade, marking the brand’s 100th anniversary and highlighting service dogs trained to support veterans with post-traumatic stress disorder. The company has also named two Chief Snuggle Officers, a Dalmatian puppy and a domestic shorthair kitten, who will each receive $25,000 as honorary brand ambassadors.
Research has identified three aspects of trust that drive pet food purchasing decisions: commercial perception, product quality, and recommendations. As the pet food industry continues to evolve, companies must balance innovation with maintaining their brand identity and earning the trust of pet owners.
