Walrus Chosen to Create First Integrated Campaign for The Farmer’s Dog

By Minda Smiley 

The Farmer’s Dog, a direct-to-consumer pet food brand that relies on a subscription business model, has tapped Walrus to create its first national integrated campaign.

Walrus, a New York-based creative shop, will handle strategic and creative development for the campaign, which is set to launch in 2020.

The win comes following a multi-agency review. Previously, The Farmer’s Dog handled most of its advertising in-house.


“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,” Frances Webster, CEO of Walrus, said in a statement.

“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,” she added. “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.”

The Farmer’s Dog was founded five years ago by Brett Podolsky and Jonathan Regev, and has since received funding from the early backers of Warby Parker, Dollar Shave Club, Sweetgreen and Glossier. According to the startup, it delivers millions of meals every month in the U.S.

“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,” Eric Tsytsylin, head of brand at The Farmer’s Dog, said in a statement. “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.”