Nom Nom has launched a new campaign focused on the role of enrichment in dog well-being, with actress and dog owner Kristin Chenoweth at the center of a short-form video series aimed at pet parents. The campaign, titled Enrichment Magic, positions sensory and mental engagement as a daily necessity for dogs — especially at mealtime.
Chenoweth stars in the video series as the “Enrichment Witch,” a lighthearted character who helps dog owners turn mundane routines into engaging experiences. The videos will roll out on Nom Nom’s YouTube channel and social platforms.
“At Nom Nom, we believe enrichment is the foundation of the dog and dog parent bond, and should be part of every single day, with no better place to start than at mealtime,” said Rachel Porges, chief innovation and brand development officer at Nom Nom. “Partnering with a passionate dog parent like Kristin, felt like magic in itself, as she brings heart, humor, and an authentic conscious dog parenting style.”
Nom Nom shared findings from a recent survey of dog owners, which revealed:
- 78% experience guilt or anxiety when their dog appears bored
- 71% believe their dog’s happiness would improve with more enrichment
- 87% admit to “guilt spending,” including on treats, accessories or entertainment
To support the campaign, Nom Nom has also launched a limited-edition Enrichment Kit available exclusively at Chewy. The bundle includes Nom Nom’s gently cooked dog food, Wafer treats and enrichment toys from Outward Hound and West Paw. These items feature prominently in the campaign videos.
Nom Nom emphasizes that enrichment can be simple and built into daily habits. The brand views it as an intentional way to satisfy a dog’s instincts, not just an indulgence.
“As Chenoweth shows, it can start with one simple, intentional change: the food in your dog’s bowl,” the company stated.
