The Farmer's Dog delivers fresh, human-grade dog food on subscription and built one of DTC's most emotionally resonant ad brands, anchored by their famous Super Bowl spot.
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See all ads on AdLibrary →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 Farmer's Dog invests in emotional storytelling at a scale rare for DTC brands. Their 2023 Super Bowl ad 'Forever' — following a dog from puppyhood to old age — became the most shared Super Bowl ad of that year. This emotional infrastructure makes every subsequent product ad more credible. Browse The Farmer's Dog ads on AdLibrary to see how they balance emotion and conversion.
Facebook and Instagram are primary performance channels, with a mix of emotional video content and direct-response subscription offer ads. Dog owner targeting is highly refined — the brand uses breed, age of pet, and health concern signals to personalize ad creative. Retargeting sequences move quiz-completers into subscription conversion with progressively stronger offers.
Core themes: 'you'd never feed yourself processed food, why feed it to them,' food as love, and the life-extending potential of real nutrition. Ingredient transparency creative — showing real vegetables and meat — contrasts with kibble category norms. The 'start the quiz' CTA drives personalized meal plan creation as the first conversion step.
The Farmer's Dog demonstrates that subscription LTV justifies brand-level emotional investment that pure DPA brands avoid. When a customer is worth $1,000+ annually, the economics of a Super Bowl spot change entirely. Their model — build emotional trust at brand level, convert with personalization at product level — is the template for high-LTV subscription categories.
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