Fresh dog food brands deliver cooked or gently prepared meals to your door, usually on subscription and tailored to each dog. The category includes The Farmer's Dog, Ollie, Spot & Tango, Nom Nom and JustFoodForDogs in the US, Butternut Box and Different Dog in the UK, and Lyka in Australia. They compete against kibble and against each other on freshness, personalization and science. Studying their ads shows how a premium, recurring product is sold through emotion, proof and a strong first-order offer.
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.
Butternut Box is a UK fresh dog food subscription brand founded in 2016 by Kevin Glynn and David Nolan. The brand delivers vet-formulated wet meals portioned to each dog's individual needs. It became the UK's fastest-growing premium pet food brand, using Meta performance marketing, TV campaigns, and dog owner community content to build one of the UK's largest DTC pet subscription businesses. Also searched as Butternut.
Different Dog is a UK artisan fresh dog food subscription founded in 2017 by husband-and-wife team Charlie and Alex Thurstan in Shropshire. Hand-cooked in small batches from fresh ingredients, the brand has B Corp certification and raised €11.7m in 2025 to expand production capacity in Telford. Also searched as Different.
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.
Lyka is an Australian pet food company selling fresh, human-grade dog food delivered direct-to-consumer via subscription. It positions itself against traditional kibble brands with an emphasis on fresh ingredients and portion customization. The brand advertises across Meta placements to acquire subscription customers.
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.
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.
The Farmer's Dog was founded in 2014 by Brett Podolsky and Jonathan Regev after Brett's dog recovered on home-cooked food. The brand delivers personalized, USDA-compliant fresh dog food on subscription and became famous for their 2023 Super Bowl ad 'Forever,' a tearjerker about a dog's whole life with its owner. Also searched as The.
The emotional hook is that dogs are family. Ads show an excited dog at mealtime, a long-term pet owner talking about health, and a clean unboxing of fresh food. The comparison is usually implicit or explicit against dry kibble, which the brand frames as processed and outdated. Personalization is the central mechanism. Brands collect your dog's age, weight and breed, then show a plan, so the quiz or onboarding flow is part of the ad story. The Farmer's Dog and Ollie focus on personalized, human-grade plans, Spot & Tango adds an air-dried UnKibble option, Nom Nom emphasizes vet formulation and research, and JustFoodForDogs ties its meals to clinical nutrition and retail kitchens. UK brands Butternut Box and Different Dog add a local tone and hand-cooked or vet-formulated positioning, while Lyka brings the model to Australia. The standard offer is a discounted first box or trial. Because the product is expensive, ads work hard to justify it through health stories and visible quality.
Study the proof stack. Vet formulation, human-grade ingredients, clinical studies, B Corp status and owner testimonials all appear, and different brands choose different headline proofs. Compare Nom Nom's science focus with the hand-cooked story from Different Dog. Watch the creative format. Real dogs eating, side-by-side with kibble, owner stories and unboxing are all common. Note which format opens the ad and which comes after. Check the funnel. Most ads send people to a short quiz about their dog, then show a custom plan and first-box offer. Track how the questions are phrased and where price is first revealed. Also compare regional messaging between US, UK and Australian brands. Saving ads by proof type gives you a clear view of how competitors justify a premium subscription to skeptical, cost-aware owners.
They use emotional dog-owner stories, mealtime footage and comparisons with kibble, then push viewers into a quiz that builds a personalized plan. The Farmer's Dog and Ollie are leading examples. Browsing the brands above side by side in AdLibrary shows which of these approaches each advertiser actually runs and repeats.
Common proof includes vet formulation, human-grade ingredients, research, certifications and owner testimonials. Nom Nom highlights science, JustFoodForDogs highlights clinical nutrition, and Different Dog highlights B Corp status. Save examples from several brands to compare creative, offers and landing pages before you brief your own tests.
Butternut Box and Different Dog are UK brands, and Lyka is Australian. Their ads adapt the subscription fresh food model to local audiences while keeping the focus on health and personalization. Filter by platform and date to see which versions are still running and which have been retired.
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