Champion Petfoods Names TDA Boulder as AOR For North America

By Erik Oster 

Premium pet foods brand Champion Petfoods has appointed TDA Boulder as agency of record for North America, following a review conduced internally with undisclosed participants.

“At Champion Petfoods, we have a reputation of trust spanning more than 35 years in crafting award-winning pet foods made with high-quality ingredients and nutritionally-sound recipes,” Champion Petfoods CMO Rod Troni said in a statement. “Today, as we continue to grow our footprint across the globe, we’re excited to partner with one of the top creative and innovative agencies that shares our pure passion and boundless love for pets and their long-term well-being.”

The assignment spans creative, media and strategy across all of Champion Petfoods’ brands, which include its legacy Acana and Orijen brands, in North America. It arrives following a boon in pet ownership during the pandemic, but also an increasingly crowded field of competitors. Last year saw pet brands increase advertising outreach in an attempt to reach pet owners spending more time than ever at home. As a category, high-quality pet food brands prospered during the pandemic, including a pack of DTC upstarts. TDA Boulder has some relevant experience in the pet category, having previously worked with Merrick Pet Food for years.


“We love Pets. Everyone loves pets*, so it’s fun for the agency to capture the minds and hearts of people looking for the absolute best food for their adored dogs and cats,” TDA Boulder partner, executive creative director Jonathan Schoenberg said in a statement. “After four very successful years working on Merrick Pet Food, and their Nestle acquisition, it’s exciting to be back in the category, and moreover, to work with a leading premium pet food company. The great people and products at Champion Petfoods get us really excited, and I know together we’re going to deliver some amazing work.”

TDA Boulder’s first creative work for the brand is anticipated to debut sometime this spring and expected to span channels including audio, experiential, digital partnerships and display, digital video, mobile, print and social.


*Editor’s note: We looked into this, it seems to check out.