If a deodorant doesn’t work as well as in the ad, it can be embarrassing, but the only danger is to one’s pride. However, when a pet food product fails to meet marketing claims, a beloved companion animal’s health could be at risk. At the same time, those pets can’t verbalize their opinions for a focus group. To address these two idiosyncrasies of the pet food industry, marketers and advertisers have to blend science and storytelling.
"Messaging for pet nutrition is unique because your pet can't tell you what they want, need, or like,” pet food company Pet Honesty’s brand marketing and content leader, Nicole Sumner, told Petfood Industry,
Yet, pet owners feel tremendous pressure to meet the wants and needs of their dogs, cats and other animals, she said.
“When we work with brands like Pet Honesty, we focus first on the problem," Riley Block, account executive with The Tropical Agency, said. “For example, dental health is a huge concern, but most people don’t have the time or willingness to brush their pets’ teeth daily. So, the messaging centers on that reality and how the product fits into real life, not just what the product is.
“With Vital Essentials, it’s similar. Raw feeding can feel intimidating or expensive, so we emphasize accessibility, even partial incorporation can make a difference. In this category, clarity and honesty matter more than hype.”
Pet food end users are never the buyers
Straight talk and transparency matters to the person buying the product, but not to the end user. The actual consumer will eat it or not, without giving much feedback beyond wagging or purring.
“Pet food is one of the most emotionally complex categories in marketing because the person making the purchase decision is never the one eating the food,” Chondita Dayton, CMO at Spot & Tango, said. “You're marketing to a deeply devoted proxy: a pet parent who can't ask their dog whether they liked dinner and can't directly observe the health benefits of a better diet overnight. That changes everything about how you tell your story.”
Pet food marketing occupies a unique space where emotional bonds, scientific formulation and regulatory oversight all shape how brands communicate with consumers. Unlike many other consumer packaged goods categories, messaging must balance the deeply personal role pets play in families with clear, accurate explanations of nutrition, safety and product performance.
“Pet parents behave a lot like parents of young kids,” Block said. “They’re making decisions for someone who can’t speak for themselves, so they read labels more carefully and ask more questions.”
That interaction often requires marketers to translate complex science and compliance requirements into creative storytelling that still resonates with pet owners’ expectations and trust in the brands they choose. Advertising firms working with pet food companies place a premium on evidence.
“For us, it’s really about balancing regulation and not making crazy claims,” Jane Peh, co-founder and CEO of The Woof Agency, said. “We’ve worked with brands that are eager to prove themselves, especially in supplements. Sometimes that leads to risky language like ‘this reduces X’ or implying medical outcomes that aren’t FDA-approved or backed by proper studies. That’s where things can get dangerous, both legally and reputationally.”
Peh noted the importance of staying within clear parameters, such as no exaggerated health claims and no implying cures. Those parameters can’t get in the way of strong emotional storytelling though.
“You need to speak to the real pain point the pet parent is facing,” she said. “The key is resonating deeply without overpromising.”
Credibility must lead in pet nutrition marketing, Block said. Presenting pet foods' attributes as integral to buyers' values and identity isn’t enough without evidence.
“You can’t rely on lifestyle positioning alone,” she said. “Pet parents want proof, transparency and practical solutions.”
A straightforward approach is often best, she said. Just explain what’s in the product, why it’s there and what results are realistic.
“With Pet Honesty, that often means connecting ingredients to everyday issues like joint mobility or dental health,” she said. “With Vital Essentials, it’s about aligning pet nutrition with how people already think about feeding their families. The tone needs to be informative and reassuring, not overly promotional.”
Pet food path to purchase peculiarities
Yet, ultimately, promotion is the goal, with the hope of influencing sales. The path to purchase in pet food is distinct from other CPG products because it is driven by emotional decision-making, perceived health outcomes and ongoing trust rather than immediate product satisfaction.
“The path to purchase in pet food is long, layered, and non-linear,” Dayton said. “If you don't respect that, you'll either waste money pushing for conversion too early, or you'll build brand awareness that never actually converts.
“At Spot & Tango, we've found that most customers have encountered us five to seven times before making their first purchase, which is consistent with broader online ad behavior, but feels especially meaningful in this category because each of those touchpoints is doing a different job. The first few exposures are planting a seed: what is fresh food, why does it matter, and why are we different from the other options they're seeing? The middle of the journey is about building trust with proof from real dog owners, expert validation from vets and nutritionists, transparency about our ingredients and process. Then, strategically timed promotions create the final push and the sense of occasion that tips someone from consideration into action.”
Brands must simultaneously educate pet owners, reinforce credibility and remain visible across retail and digital touchpoints, as consumers often research extensively before switching or committing. Convincing pet owners to switch brands brings its own challenges because purchasing decisions are rooted in trust, routine and the perceived well-being of the animal. Even when alternatives offer clear benefits, owners are often reluctant to change without strong reassurance on safety, nutrition and palatability.
“It’s hard to get pet parents to change food, especially for the main diet,” Peh said. “You have to transition slowly. There’s fear of digestive upset or refusal. That’s very different from human products, where switching is easy.
“A lot of strategy focuses on breaking existing habits. Entry offers, sampling programs, and heavy education help lower that barrier. Once a pet tolerates the product and the owner sees no issues, retention becomes much stronger.
“Pet food marketing is less about impulse and more about reducing risk.”
Targeting, tone and storytelling in pet food marketing must appeal to the pet owner’s emotions and sense of responsibility rather than direct personal experience with the product. As a result, messaging emphasizes trust, transparency and observable outcomes, using reassurance and education to bridge the gap between purchase and perceived benefit.
“What makes this different from, say, a CPG snack brand is that we're not just competing for a purchase,” Dayton said. “We're asking for a behavior change and, ultimately, a subscription relationship. That means trust isn't just a nice-to-have on the way to conversion; it's the foundation that determines whether a customer stays.”
The approach treats awareness, education and conversion as an ongoing, integrated system rather than a linear funnel, with each element supporting the others, she said. Search and paid social drive discovery when intent is high, brand and content build emotional connection, and promotions help prompt the final decision to switch.
“Pet nutrition is a research-heavy category,” Block said. “People don’t usually impulse-buy supplements or food for their pets. They read reviews, compare ingredients and often look for expert validation.
“Because of that, education and credibility come first. We focus on clear problem-solution messaging, credible voices like veterinarians, and real user feedback. Once that trust is built, conversion tends to follow more naturally.
“It’s less about quick awareness spikes and more about building confidence over time.”
Pet food marketing requires a distinct approach because it operates at the intersection of family dynamics, scientific validation and regulatory oversight, demanding messaging that is both emotionally resonant and technically credible. Campaign strategies are shaped by strict substantiation requirements and the influence of veterinarians, requiring brands to prioritize transparency and evidence in ways that are less critical in other consumer categories. Because pet owners make purchasing decisions on behalf of animals, marketing must build trust and communicate benefits indirectly, relying on education and reassurance rather than personal experience. As a result, the path to purchase is more complex, with awareness, trust-building and conversion functioning as an integrated, ongoing process rather than a linear funnel.
