Dog food brands sell dry, fresh and subscription-based meals to owners who see feeding as a health decision. The category includes personalized fresh brands like Ollie, Spot & Tango and Nom Nom, ethically sourced options like Open Farm, human-grade specialists like JustFoodForDogs, and regional dry-food players like Scratch Pet Food. Studying their ads shows how brands justify a premium price, which ingredient and vet claims they lead with, and how they make a subscription feel easy. It is a useful playbook for any recurring-purchase product.
Bella & Duke is a UK-based pet food brand selling raw and fresh dog food delivered direct-to-consumer through a subscription model. It positions its products as a natural, biologically appropriate alternative to conventional kibble. The brand advertises across Meta placements targeting dog owners.
Bellfor is a German pet food brand selling premium dry and wet dog food along with supplements and treats, sold direct-to-consumer online. It positions itself around grain-conscious recipes and tailored nutrition plans for dogs with specific health or dietary needs.
Bramble is a pet products brand offering items for dogs and cats within the pet care and accessories category, sold direct-to-consumer online. It positions itself among newer entrants in the pet lifestyle and wellness space. Bramble advertises across Meta placements to build its online customer base.
Drools is a Mumbai-based pet food brand founded in 2010 by Fahim Sultan and Barun Aggarwal. India's fastest-growing domestic pet nutrition company, it offers science-backed dry food, wet food, and treats for dogs and cats, competing directly with imported premium brands at significantly lower price points.
Edgard & Cooper is a Belgian pet food brand founded in 2016 that sells natural, high-meat-content dog and cat food through retail and online channels across Europe. The brand emphasizes fresh, ethically sourced ingredients and recyclable packaging, positioning itself as a premium alternative to mass-market pet food.
Forthglade is a Devon-based natural wet dog food brand founded in 1971 by Basil Palmer and Doug Wilkins, making it one of the UK's original natural pet food pioneers. All food is manufactured at its Okehampton factory using high-quality British ingredients. The brand achieved B Corp certification in 2025.
Front of the Pack (FOTP) makes vet-formulated dog supplements and air-dried food, distinguished by actually running clinical trials on their products — a first in the DTC pet supplement category. Co-founded by Christopher Wilkinson and Neil Hutchinson, FOTP targets analytical dog owners who demand evidence, not just claims. Also searched as Front.
Halo Pets is a pet food brand offering natural and holistic dog and cat food, treats, and supplements, sold through pet specialty retailers and online. It positions itself in the premium, ingredient-transparent segment of the pet nutrition category. Halo advertises across Meta placements as part of its consumer marketing.
Heads Up For Tails (HUFT) is a New Delhi-based premium pet lifestyle brand founded in 2008 by Rashi Narang. India's first dedicated premium pet retail and DTC brand, it offers handcrafted accessories, curated nutrition, and grooming services across its own stores and online platform. Also searched as Heads.
Just Russel launched in Belgium in 2020 with a focus on breed-specific personalised dog and cat food delivered directly to the customer. By removing pet-store margins, the brand saves customers up to 30% versus equivalent premium food. The brand grew 4,483% to win Deloitte Digital Commerce Fast 50 and now serves 100,000+ customers across four countries. Also searched as Just.
JustDogs is an Indian pet care retailer selling dog food, accessories, and grooming products, along with pet daycare and grooming services. The brand operates through stores and e-commerce in India, advertising across Meta placements.
JustFoodForDogs (JFFD) makes human-grade whole-food dog meals backed by clinical nutrition studies and sold through DTC subscription and Petco pantry locations. Their open-kitchen retail concept lets shoppers watch meals being prepared, a powerful trust-building differentiator.
Lily's Kitchen is a UK organic pet food brand founded in 2008 by Henrietta Morrison, initially to improve the diet of her own dog. Now owned by Nestlé Purina, it is distributed in major UK supermarkets and pet retailers alongside its DTC channel, and covers both cats and dogs. Also searched as Lily's.
Maev makes human-grade raw dog food in a bar format — pre-portioned, frozen, and designed with the aesthetic restraint of a premium skincare brand. Founded in Austin by Katie Spies, Maev reported 20% MoM growth and 92% first-box retention, attracting $9M in funding for its design-first approach to raw feeding.
Nom Nom (now owned by Mars Petcare) delivers vet-formulated fresh meals for dogs and cats, backed by a proprietary microbiome research program. The brand differentiates on science and clinical validation rather than just ingredient quality, appealing to data-driven pet parents. Also searched as Nom.
Ollie was founded in 2016 in New York to deliver personalized, human-grade fresh dog food on subscription. The brand competes directly with The Farmer's Dog for the health-conscious dog owner segment and has raised significant venture capital to fund its high-spend growth model.
Open Farm was founded in 2014 in Toronto by Isaac Langleben and Jacqueline Prehogan to bring radical supply chain transparency to pet food. Every ingredient is traceable to its source farm via QR code on the packaging. The brand sells DTC, through Chewy, and in independent pet specialty retailers across North America.
Pedigree is a global dog food brand selling dry kibble, wet food, and treats for dogs. Owned by Mars, Incorporated, the brand is sold through grocery, pet specialty, and e-commerce retailers worldwide, advertising across Meta placements.
Pet Circle is Australia's largest online pet retailer, founded in Sydney in 2011. The brand scaled to $350M+ revenue by combining vet-endorsed content marketing, autoship subscription discounts, and a VIP loyalty program that drives high repeat-purchase rates across cats, dogs, and small animals. Also searched as Pet.
Petaluma is a pet food and pet products brand operating in the pet care industry, offering items for dogs and cats sold online and through retail channels. It positions itself within the premium pet nutrition and accessories category. Petaluma advertises across Meta placements to reach pet-owning consumers.
Pets Deli was founded in 2017 in Berlin as a subscription-first premium pet food DTC brand, offering fresh and freeze-dried food for dogs and cats. The company operates multiple revenue streams: DTC online subscription, direct webshop, offline flagship stores, and selected retail chain partnerships. Also searched as Pets.
Petzyo is an Australian pet products ecommerce brand selling dog and cat food, treats, and accessories direct-to-consumer online. It targets pet owners seeking convenient online ordering of everyday pet supplies. The brand advertises across Meta placements to drive ecommerce sales.
Pooch & Mutt is a Brighton-founded health-led dog food and supplement brand, launched in 2009 by Guy Blaskey. It is sold DTC via subscription and through Pets at Home, with product lines built around specific functional outcomes including joint care, calming, skin and coat, and gut health. Also searched as Pooch.
Pure Pet Food is a West Yorkshire-based air-dried natural dog food subscription founded in 2013 by Daniel Valdur Eha and Mathew Cockroft. Made from locally sourced UK ingredients, the brand competes on natural provenance and strong subscription retention, backed by £15m investment secured in 2024.
Purina is a major global pet food brand selling dry and wet food, treats, and pet care products for dogs and cats. Owned by Nestlé, the brand is sold through grocery, pet specialty, and e-commerce retailers worldwide, advertising across Meta placements.
Royal Canin is a global pet food brand selling breed- and health-specific dry and wet food for dogs and cats. Founded in France and now owned by Mars, Incorporated, the brand is sold through veterinary clinics, pet specialty retailers, and e-commerce worldwide, advertising across Meta placements.
Scratch Pet Food was founded in Melbourne in early 2018 by Mike Halligan and Doug Spiegelhauer (ex-big pet food). The brand offers a subscription-only dry dog food service made with 98% Australian ingredients, personalised to each dog's size, age, and activity level. Scratch uses direct-response Meta ads with quiz-based personalisation to drive subscription acquisition and has been recognised in SmartCompany's Smart50 for its rapid growth. Also searched as Scratch.
Spot & Tango delivers fresh and air-dried dog food via subscription, targeting pet parents who want human-grade nutrition without full raw-food complexity. Their UnKibble format — air-dried into a kibble-like texture — bridges conventional and fresh feeding, making the brand uniquely accessible. Also searched as Spot.
Sundays for Dogs was founded in 2019 by Tory and Michael Waxman — Tory is a veterinarian — to create the simplest healthy dog food upgrade possible. Their air-dried USDA beef food requires no refrigeration or preparation, positioning it as the bridge between inconvenient fresh food and nutritionally inferior kibble. Also searched as Sundays.
Tails.com is a UK-based direct-to-consumer pet food company that formulates personalized dog food recipes based on a dog's breed, age, activity level, and health needs. Customers complete an online questionnaire and receive tailored kibble delivered by subscription. It advertises heavily across Meta placements to acquire subscribers.
V-dog is a brand of vegan dog food and treats made from plant-based protein sources, sold online and through pet specialty retailers. It positions itself within the plant-based and alternative-protein segment of the pet food category. V-dog advertises across Meta placements to reach pet owners seeking vegan pet nutrition.
Wiggles is an Indian pet care brand selling pet food, grooming products, and accessories for dogs and cats. The brand sells through e-commerce and retail channels in India, advertising across Meta placements.
Wild Earth makes fungi-protein dog food using koji as a sustainable, complete protein alternative to meat. Founded by biohacker Ryan Bethencourt and featured on Shark Tank, the brand targets eco-conscious pet parents who want to reduce their dog's carbon pawprint without sacrificing nutrition.
Dog food advertising sells trust first. Owners want proof that a recipe is safe, complete and good for their dog, so ads lean on ingredient visuals, vet or nutritionist involvement, and sourcing stories. Fresh and subscription brands often use the same structure. The hook names a pain, such as a picky eater, digestion issues or low energy. The middle shows real food next to a happy dog. The close pushes a personalized plan, a starter box or a quiz that builds a custom feeding plan. Video does a lot of work here. Unboxing, scooping food into a bowl and a dog reacting to dinner all show the product without explaining it. Before-and-after stories from owners add credibility, though brands need to keep claims careful. Offers usually discount the first order and then rely on repeat shipments for lifetime value. When you research these ads, track how each brand frames price, whether it compares itself to kibble, and which offers it repeats over time.
Positioning separates the field. Ollie, Spot & Tango and Nom Nom lean on personalization and fresh, vet-formulated meals. JustFoodForDogs stresses human-grade food. Open Farm builds its story around ethical sourcing and traceability. Scratch Pet Food speaks to owners who want personalized dry food in a local market. Each angle suggests a different buyer. A data-driven owner responds to custom plans and feeding calculators. A values-driven owner responds to sourcing and welfare language. A convenience buyer responds to delivery and portioning. When you review the ads, look for which promise leads the creative, and which one appears only on the landing page. Check how brands handle skeptics, since price is the main objection in this category. Some answer it with cost-per-day framing, others with health outcomes. Also watch seasonality and format rotation. Brands that keep testing new hooks against the same offer tend to stay in market longest.
They usually show real ingredients, a dog eating, and a personalized plan or quiz. Brands such as Ollie, Spot & Tango and Nom Nom pair that with a discounted first box and subscription messaging to turn a trial into recurring orders. Compare how each brand explains its recipes, since the way a food is described to an owner tells you what the brand believes worries buyers most about feeding.
Examples include Ollie, Open Farm, Spot & Tango, Nom Nom, JustFoodForDogs and Scratch Pet Food. Each stresses a different promise, from personalization to ethical sourcing to human-grade ingredients. Their brand pages let you view live ads side by side, so you can see how a personalization story differs from a sourcing story or a human-grade story.
Video showing the bowl, the scoop and the dog's reaction is common, along with owner testimonials and ingredient close-ups. Static ads with a clear health claim and a starter offer are used for retargeting. Pay attention to the first three seconds of each clip, because pet food video has to capture attention before a viewer scrolls past the bowl and the dog.
Pet owners are loyal once converted, so acquisition messaging carries real weight. Seeing which hooks and offers run for months helps you pick angles that attract subscribers rather than one-time buyers. You can also notice which offers repeat, such as starter boxes or trial discounts, and use that to decide how aggressively to price your own first order.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →