Human-grade fresh dog food brand Ollie is rolling out its largest national brand effort to date with the launch of a new platform and integrated campaign, Feed the Obsession. The work taps into a cultural truth: dog parents are unapologetically obsessed with their pets — and proud of it.
The campaign positions the brand at the center of that devotion, highlighting Ollie’s own “obsession” with crafting a high-quality, tailored food experience for dogs and their humans. The platform celebrates the everyday rituals and quirks of dog ownership while reinforcing the company’s mission to elevate canine wellbeing through human-grade nutrition.
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The creative idea is grounded in research that underscores the emotional depth of the human-dog relationship. According to a recent survey of American dog parents, 89% consider their dog their best friend, and 68% say they would give up five years of their own life to add five years to their dog’s.
“At Ollie, obsession isn’t a flaw — it’s our driving force,” says 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 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.”
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Developed with creative agency nice&frank and directed by Josefine Cardoni, the campaign leans into “if you know, you know” moments familiar to devoted dog parents — from meticulously organized food storage with custom labels to post-meal mouth kisses and even dog-themed tattoos. The effort launched March 2 with a series of video spots running across streaming platforms including Peacock, Paramount+ and Hulu, as well as broadcast networks such as HGTV, Food Network, NBC and ESPN. Soundtracking the work is the iconic pop hit “Can’t Get You Out of My Head” by Kylie Minogue, reinforcing the joyful, slightly obsessive bond between dog parents and their pups.
“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.”
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“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.”
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The brand’s obsession with dogs goes beyond what’s in the bowl. Through Ollie’s patented Health Check-Ins, pet parents can easily check in on their dog’s wellbeing anytime, as often as they need — with a dedicated team focused on these one-on-one assessments. And Ollie has partnered with the Human Animal Bond Research Institute (HABRI), the leading non-profit experts in the science of the human and animal bond. Together, the partners will deploy research and programming that fuels the dog parent and dog bond and its positive impact on human and dog wellbeing.
