Wellness Pet Company unveiled a new brand identity and national advertising campaign titled "Feed Well. Be Well." in September 2025. The company designed the initiative to highlight shared wellbeing between pets and pet parents.
The integrated campaign launched nationwide across broadcast, digital, social, e-commerce and point-of-sale channels. The creative content features moments between pets and pet parents, from cat birthday parties to pet spa days.
"We set out to create a campaign that captures the heart of the pet parent bond," said Allison Giorgio, chief marketing officer at Wellness Pet Company. "From matching pajamas to birthday parties, every pet parent has their own way of showing love, but the best way our pets feel love is through what we feed them.
"Feed Well. Be Well. is more than a campaign, it brings to life our belief that wellbeing is mutual and feeding well is one of the most powerful ways to care," explained Giorgio. "Our goal is to make that experience joyful and stress free so pet parents can feel confident in their choices and focus on what really matters: more happy, healthy moments together."
The company developed the campaign in partnership with Boston-based creative agency Colossus. The refreshed brand includes an updated color palette.
"Our team wanted to ensure that we walked the line between quirk and credibility," said Travis Robertson, executive creative director at Colossus. "Capturing the precocious nature of pets, while maintaining the authority of a company that makes a really high-quality product. If you've ever seen a happy cat make biscuits or a joyful dog chase their own tail, then you'll identify with this sentiment. Color behaves in a very similar way. It's visceral and emotive."
