Tailored dog food delivered monthly, customized to your dog's specific dietary needs and health goals.
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See all ads on AdLibrary →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.
Tails.com advertises personalisation as the reason to switch dog food. Customers answer questions about their dog's breed, age, size, activity level and health, and receive a tailored recipe delivered on subscription. Creative leads with the idea that every dog is different, so food should be too. This turns a commodity purchase into a custom service, with the questionnaire acting as both the hook and the conversion step. Explore their ad creative at AdLibrary.
On Meta, Tails.com sends owners into its online questionnaire with dog-led imagery, short video and benefit-focused carousels. Ads typically show real-looking dogs, the delivery box and simple subscription steps, and often promote an introductory offer. Audiences are pet owners in the UK and Europe, with retargeting for visitors who start the questionnaire but do not finish it.
Copy themes: (1) food tailored to your dog's breed, size and age; (2) a quick online questionnaire that creates a recipe; (3) flexible deliveries so you never run out; (4) support for specific health needs and fussy eaters. Tone is friendly, reassuring and practical. TikTok-style content features dogs tasting new food and owners unboxing their first delivery.
Tails.com shows how personalisation can differentiate a subscription pet food brand. Cross-platform lessons: make the quiz the centre of the funnel, use dog photography as social proof, and answer common feeding questions in content and search. Subscription brands can apply the same pattern across social, search, email and retargeting to reduce churn and onboarding friction.
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