Ollie delivers personalized fresh dog food subscriptions with human-grade recipes, competing at the premium end of the fast-growing fresh pet food market.
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See all ads on AdLibrary →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.
Ollie's acquisition strategy centers on the personalized meal plan quiz — a self-selection tool that produces a tailored recommendation and drives high purchase intent before checkout. Paid Meta campaigns drive quiz starts rather than direct purchase. Browse Ollie's ad library on AdLibrary to compare their approach with The Farmer's Dog.
Facebook video ads are Ollie's primary performance driver, featuring before-and-after stories of dogs with improved coats, energy, and digestion after switching from kibble. Instagram showcases the fresh food aesthetically — colorful vegetables, real protein — contrasting with the brown pellets of conventional dog food. Retargeting sequences use strong trial offers to close quiz abandoners.
Core copy themes: the visual contrast of real food vs. kibble, 'would you eat this?' ingredient challenges, veterinarian endorsements, and transformation stories. The playful brand voice slightly differentiates from The Farmer's Dog's more emotionally serious tone. Trial offer mechanics ('first box 50% off') appear consistently in conversion-stage creative.
Ollie illustrates the quiz funnel model at scale: using personalization as the first CTA reduces friction by making the product feel custom-made before any payment. Quiz completers convert at significantly higher rates than cold traffic to a product page. For subscription brands with high SKU variety, the quiz also serves as a segmentation tool for retention marketing.
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