Ollie has launched "Feed the Obsession," a national brand campaign and platform centered on the bond between dog owners and their pets.
The company said the campaign draws on survey data showing that 89% of American dog owners consider their dog their best friend, and 68% say they would give up five years of their own life to extend their dog's life by the same amount.
"At Ollie, obsession isn't a flaw — it's our driving force," said Allison Stadd, CMO of Ollie. "Our veterinarians, engineers, in-house chef, and the rest of our deeply dog-obsessed team use science and technology to build a truly tailored experience, all in service of the one thing that matters most: your dog's wellbeing.
"Feed the Obsession puts a flag in the ground," Stadd continued. "It celebrates the people who read ingredient lists, track poop quality and reorganize their lives around a dog they love like family, and shows how Ollie fits right into that level of care."
New marketing campaign
The campaign, directed by Josefine Cardoni and developed with creative agency nice&frank, launched March 2 with video spots across streaming platforms including Peacock, Paramount+ and Hulu, as well as broadcast networks including HGTV, Food Network, NBC and ESPN — all set to Kylie Minogue’s track, Can’t Get You Out of My Head.
"As a new puppy parent, I know first-hand that dog parents don't casually care, we're all in," said Laura Petruccelli, co-founder and chief creative officer of nice&frank. "We wanted this to feel less like a dog food brand and more like a lifestyle brand, because let's face it, for the obsessed, dogs are our lives. That meant building a platform that matched that intensity while clearly calling out what makes Ollie special — an uncompromising commitment to your dog's nutrition and overall wellbeing. By pairing that human truth with Ollie's human-grade fresh food and focus on health, Feed the Obsession feels deeply relatable and unmistakably Ollie."
Ollie also announced a partnership with the Human Animal Bond Research Institute (HABRI) to fund research and programming focused on the relationship between dog owners and their pets and its effects on wellbeing for both.
The company's Health Check-In program allows owners to submit information on their dog's physical condition — including body condition, dental health and stool samples — for review by its dedicated team.
According to Petfood Industry's Top Pet Food Companies, Ollie is a pioneer in fresh, human-grade dog food. Founded in 2016 and headquartered in New York City, Ollie was acquired by Agrolimen in February 2026. The company will continue to operate as an independent brand with its existing leadership team and U.S. headquarters.
