Beneful, a dog food division of Nestle Purina PetCare, said it began a new television advertisement campaign that plays squeaks, pings and other noises only heard by dogs, while also showing images that appeal to pet owners.

Another part of the company's ad campaign was launched in 2010, when dog-food scented billboards were put up around Germany. Beneful's new ad campaign is among the first to appeal not only to dog owners, but also directly to their dogs, the company says.