Inspired by the emotional bond between pet parents and pets, Wellness Pet Company brings a fresh and fun wellbeing-first perspective to the pet food aisle.
BURLINGTON, Mass., October 6, 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 launched nationwide this September 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.
“We set out to create a campaign that captures the heart of the pet parent bond,” said Wellness Pet Company CMO Allison Giorgio. “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.
“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,” said Colossus ECD Travis Robertson. The updated brand color palette embraces a modern aesthetic that taps into the emotional bond we share with our pets. “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,” said Robertson. “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.
Assets:
TV:
:30 “Lost In Translation”: https://www.youtube.com/watch?v=CLfitShGtH4
Brand Identity and Supporting Materials:
JPGS: https://wearecolossus.box.com/s/p7tdzhcj7lmsux7nld0iebqco1taw2gl
Animations: https://wearecolossus.box.com/s/6tkaur3mn02dtyywlf2knunvr6mcw2x2
CREDITS
Client: Wellness Pet Company
Client Team:
Allison Giorgio, CMO
Katie Piepiora, Director of Integrated Marketing
Chanda Leary-Coutu, VP Integrated Marketing
Campaign Title: Feed Well. Be Well.
Agency: COLOSSUS:
Executive Creative Director(s): Travis Robertson, Greg Almeida
Associate Creative Director(s): Ryan Dalton, Armeen Shaidani
Art Director(s): Tyler Sugg
Copywriter(s): Nat Lilek
Account Management: Melissa Astorga, Allison Doherty, Emily Smith
Executive Producer: Trish Dowley
Producer: Samantha Derderian
Production Company: Sweet Rickey
Director: Marc Colucci
Executive Producer: Vanessa Lonborg
Line Produce/EP: Scooter Burnett
Director of Photography: Jonathan Freeman
Editorial: PS260
Editor: JJ Lask
Assistant Editor: Allison Miller
Executive Producer: Zeke Bowman
Senior Producer: Ingrid Nunn
Associate Producer: Abby Damouras
Online/VFX: PS260
Finishing Producer: Evan Sanyour
Flame Artists: Mark Popham, Stephanie Isaacson, Sid Botie
Sound Design/Audio: PS260
Sound Design/Audio Engineer: Nicole Pettigrew
Color Grade: Royal Muster
Senior Colorist: Gregory Reese
Senior Producer: Dan Butler
Music Company: Sounds Delicious
ECD: Ronnie Fountenberry
Executive Producer: Jackie Corbett
Photographer: Winnie Au
Agent: This Represents, Natalie Flemming
About Wellness Pet Company: Wellness Pet Company is on a mission to fulfill a shared life of wellbeing between pets and the next generation of pet parents with a foundation of premium nutrition. We’re committed to doing things the right way, never the easy way, crafting healthy pet food and treat recipes, as well as daily supplements, that are carefully sourced and thoughtfully prepared. Through our products and our people, we strive to enhance the human experience and promote the mutually beneficial relationship between people and pets. To learn more about Wellness® pet food and treats, visit www.wellnesspetfood.com and Facebook.com/WellnessPetFood, and find Wellness® on TikTok, Instagram and X: @wellnesspetfood.