This article was published in the March/April 2025 issue of Pet Food Processing. Read it and other articles from this issue in our March/April digital edition.
In an era where 97% of Americans consider their pets family members and annual pet food and treat spending has reached $64.41 billion, pet food manufacturers are transforming how they connect with consumers. Despite economic challenges, the pet industry remains robust, driven by Americans’ deep emotional bonds with their furry companions. This shifting landscape has prompted pet food makers to revamp their marketing strategies, moving beyond traditional product-focused advertising to create deeper connections with pet parents through multiple channels.
The changing pet parent
With Millennials and Gen Z now comprising nearly half of the pet-owning population in the United States, according to the American Pet Products Association (APPA), pet food companies are adapting their communication strategies to resonate with these younger audiences.
“Video, and specifically reel/TikTok-style videos, are popular among these younger audiences,” explained Hana Bieliauskas, senior vice president and partner at Inspire PR Group, Columbus, Ohio. “Companies, including pet food makers, have increasingly used this type of video to connect with audiences through sharing content designed to optimize engagement, while also being entertaining and authentic.”
This demographic shift has fundamentally changed how brands approach content creation. Pet food companies are moving away from commercial-style productions in favor of more relatable, smartphone-quality content that mirrors what consumers create and share in their daily lives. This shift reflects a broader understanding that authenticity often resonates more strongly than perfection.
Power of authenticity
Today’s pet parents, particularly those from younger generations, are increasingly skeptical of overly produced content. Instead, they gravitate toward conversational-style videos and authentic storytelling. This has led many pet food brands to embrace more genuine, relatable content in their marketing efforts.
The Farmer’s Dog brand exemplifies this approach, leveraging Instagram and TikTok to share authentic videos featuring real dogs consuming their products. These videos, some garnering millions of views, showcase how dogs integrate into their owners’ lives — from celebrating milestone events to participating in daily activities. This strategy aligns perfectly with modern pet parents’ desire to see their pets as integral family members.
Innovafeed’s Instagram account (HiluciaForPets) features mascot Lucia, a cute, cartoon black soldier fly that educates pet parents on the benefits of BSF-based protein for pets.
|An ongoing challenge in pet food marketing today involves educating consumers about alternative protein sources, particularly insect-based ingredients. A 2024 study by Ghent University researchers found that 52% of dog owners and 62% of cat owners expressed positive attitudes toward insect-based pet food, indicating growing acceptance but also highlighting the need for effective consumer education.
Paris-based Innovafeed, a leading insect protein producer, recently launched an Instagram account specifically designed to communicate with consumers about their insect ingredients in an approachable way. Their strategy includes the creation of Lucia, a digital mascot that provides a friendly face for their messaging.
“Rather than showing raw images of insects — which may not be visually appealing — Lucia helps communicate our message in a fun and accessible way,” said Nadège Audiffren, head of global communications at Innovafeed.
This approach demonstrates how companies can use social media to transform potentially challenging subjects into engaging content. Innovafeed’s strategy is grounded in consumer research showing that pet parents value clear, engaging education on novel ingredients.
“By presenting simple, fun facts about insect-based ingredients benefits, we can both educate our audience and maintain an engaging social media presence,” said Nadège Audiffren of Innovafeed.
“We believe that short, easily digestible content is key,” Audiffren added. “By presenting simple, fun facts about insect-based ingredients benefits, we can both educate our audience and maintain an engaging social media presence.”
Innovafeed’s content strategy focuses on highlighting real benefits — such as improved nutrition, health and sustainability — using formats like carousels, mini videos and real consumer stories. The company has even enlisted employees’ pets as initial ambassadors, further personalizing their approach. This strategy demonstrates how ingredient suppliers, not just consumer-facing brands, are now engaging directly with pet parents through social media.
Leveraging AI and personalization
As pet owners increasingly seek customized solutions for their pets’ nutrition, artificial intelligence (AI) is becoming a crucial tool in marketing strategies.
“Pet owners are actively seeking tailored dietary recommendations that address their pet’s individual health and wellness requirements,” Bieliauskas said.
Companies like Ollie are leading this technological integration. Following its acquisition of health startup DIG Labs, Ollie launched a digital health screening tool that provides customized food recommendations based on individual pet health information.
Similarly, Purina’s Pet Food Finder tool uses AI to offer personalized recommendations after pet owners answer 11 questions about their pets.
The integration of AI extends beyond product recommendations. Pet food companies are increasingly using AI-driven analytics to optimize their digital advertising efforts, determining which ad copy, content and placements perform best with target audiences. This data-driven approach allows for more precise targeting and better return on marketing investment.
Traditional vs. digital marketing
Nulo’s "Fuel Incredible" marketing campaign featured Olympic athletes and their pets during and after the Summer Olympic Games.
|While traditional advertising continues to play a role in pet food marketing, social media has become increasingly dominant. The industry has witnessed a significant shift toward social and digital promotion, particularly in reaching younger pet parents. However, this shift isn’t simply about moving advertising dollars from print to digital — it’s about fundamentally changing how brands communicate with consumers.
Austin, Texas-based Nulo’s “Fuel Incredible” Olympic campaign demonstrates how modern pet food marketing can successfully blend traditional and digital approaches. The campaign, featuring partnerships with Olympic athletes like Simone Biles and Caeleb Dressel, showcased how premium nutrition connects with peak performance while emphasizing the emotional bonds between athletes and their pets. The campaign generated 230 million impressions across paid channels and 1.79 billion impressions through PR efforts, according to Nulo.
The campaign’s success was widely recognized across the industry. ADWEEK magazine declared it one of the best brand activations to capitalize on the Games. PR Week magazine awarded the campaign a symbolic “Gold Medal,” while USA Today’s respected AdMeter column praised it as one of the Summer Games’ standout campaigns. The campaign’s excellence was further validated when it received the 2024 MarCom Awards Platinum Winner recognition across multiple categories, including Integrated Marketing and Video Marketing.
Beyond influencers
While influencer marketing has become a cornerstone of social media strategy, some brands are redefining this approach. Nulo, for example, has deliberately moved away from traditional influencer marketing in favor of authentic storytelling.
“Nulo does not focus on the social concept of ‘influencers.’ Our partners help us tell stories,” said Eric Emmenegger of Nulo.
“We work with athletes who have influence,” shared Eric Emmenegger, head of Nulo retail and product marketing. “Nulo does not focus on the social concept of ‘influencers.’ Our partners help us tell stories. Our partners are authentic, innovative and inspiring. They are credible and incredible.”
This distinction between influence and authentic storytelling represents a sophisticated evolution in pet food marketing. Rather than simply leveraging social media popularity, brands are seeking partners who can authentically communicate their values and mission while genuinely connecting with pet parents.
Platform-specific strategies
Success in modern pet food marketing requires understanding the nuances of different platforms. Content must be tailored to leverage each platform’s strengths and audience preferences. For instance, video content needs specific formatting for TikTok versus YouTube, while written content requires platform-specific approaches to elements like hashtags.
Following its acquisition of DIG Labs, Ollie launched a digital health screening tool for its customers.
| Source: Ollie“Our marketing goal is to be with our users wherever they consume stories,” Emmenegger explained. “This means our strategies are about leveraging an ecosystem of media channels that respects where users are and how they acquire information.”
For companies introducing novel concepts, like Innovafeed with their insect proteins, platform selection is equally important. The company’s focus on Instagram allows it to utilize visually engaging content that transforms potentially challenging subject matter into approachable, educational material.
“Our surveys show that content highlighting real benefits — such as improved nutrition, health and sustainability — resonates strongly,” Audiffren said.
The future of pet food marketing
The pet food industry’s marketing approach continues to evolve beyond traditional, product-centric messaging. Successful brands are positioning themselves as partners in pet parents’ journeys, offering guidance and support rather than simply promoting product features.
“We see the impact when legacy marketing tactics around product-centric communication evolve to focus on consumers and their pet parenting journey,” Emmenegger said. “Our brand operates as a coach and guide to help people fulfill their desire to improve and enhance the health and wellbeing of their pets through better nutrition.”
This evolution will likely accelerate as sustainability and novel ingredients become increasingly important in the pet food space. Companies will need to balance education with engagement, something Innovafeed is pioneering with their consumer-focused approach.
By tracking key metrics such as reach, engagement rates and click-throughs, alongside qualitative feedback from our community, brands can refine their approaches based on real consumer response, Audiffren explained.
Success in today’s pet food market requires a sophisticated understanding of modern pet parents and their communication preferences. While the fundamental goal remains creating value for customers, the methods have evolved dramatically. Companies must balance traditional advertising with digital innovation, authenticity with information, and broad reach with personalized experiences.
As the pet food industry continues to grow and evolve, manufacturers who can effectively combine these elements while maintaining authentic connections with pet parents will be best positioned for success.
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