Wellness Pet Company Champions Wellbeing with New Brand Identity and National Campaign

Oct. 08, 2025

Wellness Pet Company, with 100 years of premium pet food and treats heritage, recently unveiled a new brand identity and national advertising campaign, Feed Well. Be Well., designed to celebrate the shared wellbeing between pets and pet parents. The new creative aims to reinvigorate the brand as it enters an exciting new era centered on real wellbeing celebrating the joy our pets bring into our lives, and how pet parents return the love by feeding them the very best nutrition. At the heart of the campaign is a simple truth: love makes us whole. Pets and their parents express that love in countless ways, whether it’s a slobbery ball, a bedazzled food bowl, or the daily act of a well-balanced meal. As more pet parents seek flavorful, vet-recommended, science-backed nutrition, Wellness Pet is reintroducing itself with a strategy rooted in mutual wellbeing: the belief that when pets thrive, their people do too – emotionally, physically and socially.

The integrated campaign recently launched nationwide across broadcast, digital, social, e-commerce and point-of-sale as the company’s boldest creative efforts to date and captures the lighthearted, quirky moments and deep emotional connections between pets and pet parents from cat birthday parties to pet spa days all reinforcing that true wellbeing is shared.

Wellness Pet Company CMO Allison Giorgio said:

“We set out to create a campaign that captures the heart of the pet parent bond. From matching pajamas to birthday parties, every pet parent has their own way of showing love, but the best way our pets feel love is through what we feed them. Feed Well. Be Well., is more than a campaign, it brings to life our belief that wellbeing is mutual and feeding well is one of the most powerful ways to care. Our goal is to make that experience joyful and stress free so pet parents can feel confident in their choices and focus on what really matters: more happy, healthy moments together.”

 

Created in partnership with Boston creative agency Colossus, the refreshed creative brings a vibrant, modern look to the brand, one that captures the playful spirit of pets while affirming Wellness Pet’s authority in premium nutrition.

Colossus ECD Travis Robertson said:

"Our team wanted to ensure that we walked the line between quirk and credibility. Capturing the precocious nature of pets, while maintaining the authority of a company that makes a really high-quality product."

 

The updated brand color palette embraces a modern aesthetic that taps into the emotional bond we share with our pets.

Robertson said:

“If you’ve ever seen a happy cat make biscuits or a joyful dog chase their own tail, then you'll identify with this sentiment. Color behaves in a very similar way. It’s visceral and emotive.”

 

Wellness Pet Company is committed to providing high-quality nutrition that fuels the wellbeing of both pets and their people. With Feed Well. Be Well., the brand reaffirms its belief that every meal is more than just nutrition, it’s an act of love. By combining scientifically proven recipes with joyful creative, Wellness Pet continues its mission to help pets live healthier, happier lives so they and their families can thrive together.