From adorable pooches to heartwarming adoption stories, pet marketing campaigns have a unique ability to tug at our heartstrings and drive engagement. These campaigns prove that creativity and emotion are key to success.
Here are some of the most iconic and effective pet marketing campaigns that were truly paw-some.
1. The Andrex puppy: A fluffy icon (1972-present)
Few brand mascots have stood the test of time quite like the Andrex Puppy. Originally, the advert was meant to feature a little girl unrolling a toilet roll through the house, but regulators feared it would encourage wastefulness. The solution? A mischievous Labrador puppy, who captured hearts and became synonymous with the brand.
With over 130 ads spanning decades, the Andrex Puppy remains one of the most recognisable marketing symbols in the UK, reinforcing the brand’s softness and reliability.
2. Pedigree: “We’re for dogs” (2011)
Pedigree’s “We’re for Dogs” campaign didn’t just sell pet food, it celebrated the joy and love that dogs bring into our lives. The ads featured heartwarming real-life moments, from playful puppies to loyal senior dogs, reinforcing Pedigree’s commitment to canine well-being.
3. PetPlan: “Lost without you” (2023)
Insurance might not be the most exciting industry, but Petplan’s “Lost Without You” campaign proved that pet insurance is about more than just policies, it’s about protecting a family member. Featuring Professor Noel Fitzpatrick (aka The Supervet), the campaign followed a man anxiously waiting for news of a loved one, only to reveal at the end that his beloved dog had undergone surgery.
With its powerful storytelling and emotional depth, the campaign resonated deeply with pet owners, highlighting the importance of quality pet healthcare.
4. Chewy: “Chewy gives back” (2022)
Chewy, the online pet retailer, took a community-driven approach with its “Chewy Gives Back” campaign. Encouraging customers to share their pet adoption stories on social media, Chewy donated to animal welfare charities for every story submitted.
This simple but effective social media initiative not only strengthened brand loyalty but also demonstrated Chewy’s commitment to giving back to the pet community.
5. Dogs Trust: “A dog is for life not just for Christmas” (1978-present)
One of the most powerful animal welfare campaigns in history, Dogs Trust’s “A Dog is for Life, Not Just for Christmas” has been running since 1978, reminding people about the responsibility of pet ownership.
In recent years, Dogs Trust expanded on this with campaigns like “Christmas Presents” and “Lockdown Puppies”, highlighting the dangers of impulse buying pets. Using real adoption stories, emotional messaging, and heartwarming visuals, Dogs Trust continued to educate and inspire.
At FDRY, we support our clients to build impactful marketing strategies from strategy and planning to implementation. As a leading digital marketing agency, our approach is creative and grounded in data-informed insights. Our team of marketing experts would be happy to have a discovery session with you to discuss your digital marketing needs, or alternatively send us a brief or get in touch at [email protected]om
