The Farmer’s Dog, a direct-to-consumer pet health brand focused on reimagining the pet food industry, has chosen NY-based creative and media agency, Walrus, to handle strategic and creative development for the company’s first national integrated campaign. The five-year-old direct-to-consumer brand’s primary product is a fresh pet food service that delivers pre-portioned, vet-designed meals through personalized subscription plans.
The Farmer’s Dog continues to emerge as a leader in direct-to-consumer pet care. To date, the company has raised $49 million in funding from the early backers of Warby Parker, Dollar Shave Club, Sweetgreen, and Glossier. The Farmer’s Dog currently delivers millions of meals every month, and its customer base spans the 48 contiguous United States.
“As people become more conscious of what they put in their own bodies, they’re also reconsidering the highly processed, shelf-stable products we’ve been feeding our beloved pets for the past many decades,” said Frances Webster, CEO of Walrus. “The Farmer’s Dog has already brought positive change to the industry, using technology to not only bring unprecedented freshness and quality to pet food, but also make it really convenient through personalized subscription plans and an amazing customer experience. We’re excited to help them build on that success and continue their impressive growth trajectory with an impactful campaign grounded in human (and canine) insight, and the company’s product and brand truths.”
Adds Eric Tsytsylin, Head of Brand at The Farmer’s Dog: “Walruses and dogs may not seem like the most natural companions, but we were impressed by the Walrus team’s ability to crystallize the essence of our brand and communicate it across media with wit, sincerity, and optimism. Great ideas transcend “brand” and “performance,” and we’re excited to partner with Walrus to bring to life a big idea that can both accelerate our near-term growth and serve as an enduring brand platform.”
About The Farmer’s Dog
The Farmer’s Dog was created to radically improve the $90 billion global pet food industry — beginning with a subscription service that sends nutritious, freshly-made food directly to customers’ doors. Long term, the brand aims to reimagine and simplify all aspects of how we care for our pets. The company recently raised their Series B and are backed by early investors of Warby Parker, Dollar Shave Club, Sweetgreen, and Glossier.
Walrus is an independent, full-service advertising and media agency with a mission to change the way the world feels about advertising. The agency’s ability to make ads that people notice and love has translated into exceptional business results for clients including Amazon, AMC, Bloomberg, Condé Nast, Emergen-C (Pfizer), General Mills, HBO, PayPal, Rémy Cointreau, and Staples.