Published for National Pet Day 2025

Pets have always been advertising gold, but now they’re doing more than just stealing scenes.

They’re starring in emotionally intelligent storytelling, redefining brand loyalty, and helping marketers connect with audiences in authentic, unexpected ways. Whether it’s a dog influencing dinner choices or a cat-fronted DTC brand taking over TikTok, we’re seeing a new era of pet-first creativity.

To celebrate National Pet Day, we’re spotlighting five standout UK brands using pets brilliantly in their advertising, not just for cuteness, but for clarity, creativity and cultural relevance.

Butternut Box

In January 2025, Butternut Box launched the “Don’t Feed Me This Way” campaign, a creative endeavour that reimagines Thelma Houston’s classic hit “Don’t Leave Me This Way.” This catchy remix emphasises the importance of providing dogs with fresh, nutritious meals, aligning perfectly with their tagline, “Because Dogs Deserve Fresh.”

The campaign effectively combines nostalgia with a modern twist, capturing the attention of dog owners and highlighting the brand’s commitment to quality pet nutrition.

Pets at Home

Pets at Home recently launched a full brand refresh designed to unify its retail business, Vets4Pets, and grooming services into a single, emotionally cohesive ecosystem. It’s a rebrand with substance, tapping into the reality of modern pet ownership with warmth, humour and authenticity.

The launch campaign doesn’t shy away from the messiness of life with pets, think muddy paws, chewed shoes, and 3am meows. But it leans into that chaos with heart, not perfection, making the brand feel like part of the family.

This is how you modernise a heritage brand: with lived-in relatability, clean design, and a cohesive story that flows from TikTok to till point.

BrewDog

BrewDog has seamlessly integrated its passion for dogs into its brand identity, implementing innovative initiatives that resonate with pet owners and beer enthusiasts alike.

BrewDog’s bars and hotels are renowned for their dog-friendly policies. Bars are equipped with K9 water stations and offer dog menus featuring items like dog ‘beer’, Punk IPA biscuits, and dog-friendly sorbet. Hotels provide dog beds and treats, ensuring canine companions enjoy a comfortable stay.

They also launched Subwoofer IPA, a bespoke craft beer designed specifically for dogs. This alcohol and hop-free, non-carbonated beverage contains canine-friendly B vitamins and probiotics, catering to the health and enjoyment of dogs.

By authentically incorporating dog-centric initiatives into their brand, BrewDog taps into the deep bond between pet owners and their dogs. These efforts differentiate BrewDog in the competitive craft beer market and build a community of customers who value brands that genuinely welcome their four-legged companions.

KatKin

KatKin is redefining what a modern DTC brand looks like in a space that’s historically been dog-dominated. Their brand world is distinct, confident, clever, and visually consistent across channels.

KatKin has found growth by being unmistakably different. Their tone, smart, sharp, slightly rebellious, gives them an edge, particularly among Gen Z and millennial cat parents. The recent appointment of CMO Lloyd Page (formerly of MoneySuperMarket and John Lewis) signals a new era of creative growth and marketing maturity. It’s a brand with a clear point of view and serious creative ambition.

KatKin is the kind of brand agencies dream of working with, bold in its positioning, brave in its creative, and unafraid to challenge category conventions.

Final Thoughts

The most effective pet-led advertising today doesn’t lean on nostalgia or surface-level charm. It’s grounded in emotional truth, lifestyle relevance, and storytelling that feels genuinely human, whether it’s through paws or people.

These aren’t just campaigns with animals in the frame. They’re fully realised brand ecosystems, where pets play a strategic, meaningful role in how the brand shows up and connects.

The brands doing it well aren’t using pets as decoration, they’re designing for the lived experience of pet ownership. Messy, joyful, chaotic, and full of feeling.

When the pet becomes a lens, not a gimmick, you unlock a kind of emotional clarity that’s hard to manufacture and impossible to ignore.