Spot & Tango, the direct-to-consumer dog nutrition company behind UnKibble, has announced its largest marketing investment to date, with a multi-million dollar campaign spanning television, out-of-home advertising and field marketing. Marketing spend is up 50% in 2026, with US$3.5 million allocated to TV and OOH placements.
The company, which reports US$100 million-plus in annual recurring revenue and 50% year-over-year growth, built its business primarily through digital channels. The new campaign marks its first significant above-the-line advertising push.
TV: "Dog Food, Solved"
The TV campaign, taglined "Loved by dogs, easy for humans," spans both streaming and linear platforms. Streaming placements include Paramount, Peacock and Hulu; linear placements run on A&E, Bravo, ESPN, Fox Sports, Nat Geo and others during primetime sports and entertainment programming.
Rather than studio-produced spots, the campaign features existing customers who feed their dogs UnKibble and other Spot & Tango products. Creators were selected based on prior performance and engagement on social ads. Concept, strategy and creative direction were handled in-house; Jack Creative provided production and edit support.
OOH: "Looks Better"
For out-of-home, Spot & Tango partnered with creative agency DayJob on a spring expansion across New York City, including street-level placements, billboards and mobile truck-side ads. The campaign launches this week in three waves through May. Truck-side ads via Adgile extend reach into commuter corridors. A subway car takeover is planned for the third quarter.
The creative centers on the visual characteristics of UnKibble, which Spot & Tango produces using a Fresh Dry process that leaves whole ingredients — fruits and vegetables — visible in each piece. Oversized product photography is paired with the headline "It looks better than kibble because it is." Creative credits: concept, strategy and creative direction by Spot & Tango; agency creative by DayJob; photography by Ray Bourgault.
Field marketing: Short-Legged Athletics Tour
The campaign also includes the 2026 Short-Legged Athletics Tour, a cross-country presence at fun runs and races for dachshunds, corgis, basset hounds and other short-legged breeds. Top competitors receive a year's supply of UnKibble; attendees receive goodie bags and samples. The tour follows street team programs in New York City and Los Angeles over the past year.
A nationwide poll of 1,900 dog owners commissioned by Spot & Tango found that 52% say their dog's health is as important as their own, 41% say it is more important, and 64% say they would help extend their dog's life by improving its diet.
