Pet Food Marketing and Branding

The Farmer's Dog, tennis pro partner for rescue dogs

The multiyear partnership with Jess Pegula will support A Lending Paw Foundation's work training rescue dogs to become service animals.

The Farmer's Dog partners with No. 1 U.S. women's tennis player Jess Pegula.

Industry Voices

Clinical proof turns postbiotics into brand loyalty

Pet parents are looking for more — here's why clinically validated ingredients are important for repeat purchases and premium positioning.

Clinical validation is becoming a key differentiator in the pet postbiotic market, with brands increasingly relying on peer-reviewed research to prove efficacy and build pet parent trust and repeat purchases.

Product Launches

Canidae launches Heartland line with Walker Hayes anthem

Canidae partnered with country music artist Walker Hayes to release a new anthem and dog food line tied to a donation partnership with the American Red Cross.

Walker Hayes with his dogs, Copper and Puckett.

Pet Food Marketing and Branding

Jinx debuts Chris Evans dog food campaign

Pet wellness brand's National Dog Day commercial features actor Chris Evans and his rescue dog, Dodger.

Jinx Christ Evans

Purina's Petfinder mark 30 years with meal drive

Digital actions on Petfinder.com will fund up to 6 million meals for shelter pets and two rescue flights relocating more than 100 animals to adoption-ready communities.

Pet Food Marketing and Branding

IAMS launches virtual dog marathon

The monthlong challenge invites participants to log 26.2 miles with their dogs on Strava in September, ahead of major fall marathons.

Iams Woodhalls 2

Pet Food Marketing and Branding

Royal Canin, VCA tap Anunoby for cat health

Basketball player OG Anunoby is partnering with Royal Canin U.S. and VCA Animal Hospitals to promote preventive veterinary care for cats ahead of National Take Your Cat to the Vet Day.

Mars Veterinary Health data found a 26% decline in veterinary visits between the juvenile stage (under 1 year) and young adulthood (ages 1 to under 3 years) in cats.

Industry Voices

Pet supplement shoppers span multiple retail channels

Research shows pet supplement shoppers span retail, e-commerce, vet clinics and DTC channel rather than sticking to a single channel.

Pet supplement shoppers now split their purchases across pet stores, vet clinics, e-commerce and direct-to-consumer websites, according to new industry research.

Pet Food Marketing and Branding

Friskies convention shop turns pet cats into collectibles

The convention-exclusive shop lets attendees turn photos of their cats into custom trading cards and collectibles.

Badlands Ranch donates 650,000 pounds of dog food during SuperZoo

The air-dried dog food brand partnered with SuperZoo's official charity partners to feed rescue dogs across Southern Nevada.

Market Trends and Reports

Report: Animal welfare drives pet food choices

An industry report from The Humane League finds that animal welfare outweighs environmental concerns in pet owners' purchasing decisions, with companies including J.M. Smucker Co., Goodness Gracious and Evermore Pet Food citing progress on cage-free egg sourcing.

The report cited J.M. Smucker Co., Goodness Gracious and Evermore Pet Food for progress on cage-free egg sourcing, with J.M. Smucker Co. having sourced 100% cage-free eggs for its pet food products since 2022.

Pet Food Marketing and Branding

Eukanuba brings dog combine event to Nationals Park

Eukanuba will host its Fuel Extraordinary Combine activation during the Washington Nationals' Pups in the Park event on Aug. 25.

Eukanuba invites fans to experience a dog-friendly activation built around performance, play and nutrition.

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