Different Dog started in a kitchen with one recipe for one dog — and scaled that artisan, hand-cooked story into a B Corp-certified subscription business competing at the top of UK fresh pet food.
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See all ads on AdLibrary →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.
Different Dog's advertising strategy leans heavily into founder authenticity — the story of Charlie and Alex cooking for their dog Crumble in their kitchen is a founding narrative that translates directly into ad creative. In a category where large players like Butternut Box compete on reach and scale, Different Dog competes on craft and trust. The B Corp certification is an increasingly powerful ad asset as pet owners become more environmentally conscious. View their creative archive at adlibrary.com.
On Facebook and Instagram, Different Dog runs founder-forward video ads and UGC-style content showing dogs eating and reacting positively to fresh meals. The small-batch, hand-cooked narrative differentiates from Butternut Box's more polished, VC-backed creative style. Sampling and trial-box offers are core acquisition tactics, with retargeting ads addressing the value-for-money objection by focusing on visible dog health improvements.
Key copy themes: 'hand-cooked', 'small batch', 'fresh ingredients', 'made with love', 'B Corp certified'. Copy frequently references the founding story — 18 months and 150 recipe tweaks to perfect the first Chicken Casserole — as proof of commitment to quality. Seasonal menus and recipe rotations give ad creative regular refresh points without changing the core brand story.
Different Dog shows that in a category moving toward large-scale operations, a genuine artisan origin story remains a durable competitive advantage — provided the brand actively maintains it in communications. The B Corp certification adds a second trust dimension that resonates with a growing segment of environmentally conscious pet owners who want their purchasing decisions to align with their values. Founder-fronted creative, at scale, continues to outperform polished brand advertising in subscription acquisition because authenticity compounds trust.
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