How The Farmer's Dog markets, broken down
The Farmer's Dog grew fresh pet food into a category leader by pairing deeply emotional storytelling (the 'Long Live Dogs' film) with a hard-working performance offer: a heavy discount on the first subscription box.
One image, one video, one email, pulled apart. Updated June 2026.
The background
The Farmer's Dog, founded in 2014 by Brett Podolsky and Jonathan Regev, grew fresh, human-grade dog food into a category-defining DTC subscription business, reaching roughly $1.2 billion in annualized net revenue in 2024, up about 50% year over year, while remaining profitable. Its marketing pairs emotional brand storytelling, including the Emmy-nominated 'Forever' spot that topped USA Today's 2023 Super Bowl Ad Meter, with a heavy first-box discount that converts the demand. The brand has continued to invest in brand-equity plays such as a two-year partnership with The Oprah Podcast announced in 2026.
- Reached roughly $1.2 billion in 2024 annualized net revenue, up about 50% from $800 million in 2023 (Contrary Research)
- Founded in 2014 by Brett Podolsky and Jonathan Regev (CEO); the founders say it was profitable even before raising external funding (Contrary Research)
- Its 'Forever' commercial took the top slot in USA Today's 2023 Super Bowl Ad Meter, the most popular ad of the game (Ad Age)
- Raised $65 million in 2021 at a reported $1.5 billion valuation (Contrary Research)
- Announced a two-year partnership with 'The Oprah Podcast' in 2026, including a custom 'Life Is Better With Dogs' mini-series narrated by Oprah Winfrey (PR Newswire)
Brand and offer in one frame
The Farmer's Dog earns the discount before it shows it. Three to steal:
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- 1Personalized pack with visible fresh food — show real ingredients up front so a premium price feels justified before the offer
- 2A dog lunging for the bowl — let genuine desire prove the product is wanted, not just described
- 3Hard first-box discount inside the same frame — close the sale in the creative once you've established the value
A comedy bit carries the brand
The Farmer's Dog makes an ad people choose to watch. Copy these:
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thefarmersdog What makes you a “dog person”? Dog people are a special breed, and the relationship you share with your dog is unique to you. @thefarmersdog wanted to know what makes me a dog person before we celebrate Dog Person Day with them on September 24th. Regardless of your answer, we can all agree that as dog people, we want our pets to live a long, healthy life, and that’s why I feed Hammy The Farmer’s Dog. If the dog person in you wants to try fresh cooked meals for your dog and experience the same joy I have from seeing the changes I see in Hammy, you can get 60% off when you click the link in our bio. #tfdpartner #dogpersonday #thefarmersdog
- 1Mock-interview title up front — signal entertainment so viewers opt in instead of bracing for a pitch
- 2A single branded prop, the microphone — keep the brand in frame with one cue, never interrupting the joke
- 3A real dog and host carrying the bond — let the emotion do the work so affection attaches to your brand
What you can steal from The Farmer's Dog
- Lead with emotion to build the brand, then convert with a strong first-order offer.
- Contrast yourself against the lazy default (here, processed kibble) to justify a premium.
- Pair a subscription with a low-risk trial to overcome first-purchase hesitation.
- Let a single hero film carry brand meaning while DR creative does the selling.
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