• by Tanya Gazdik , September 6, 2016

Merrick Pet Care is launching a campaign that aims to strike an emotional chord with animal lovers. 

Created by TDA_Boulder, the “Best Day Ever” campaign stars a puppy named Baby Joey, who was found on the street with partially amputated hind legs. Three videos tell the heartbreaking-yet-touching story of Baby Joey and his journey through the process of getting new legs.

Taken in by Second Chance Rescue in New York, Joey’s story reached Merrick Pet Care, which paid for all of his medical care, prosthetics and rehabilitation at Water 4 Dogs. 

“We learned about Baby Joey through one of our pet blogger relationships,” Pete Brace, vice president of communications and pet parent relations for Merrick Pet Care tells Marketing Daily. “Baby Joey’s story touched us and we were eager to provide the rehabilitation, prosthetic legs and food he needs to thrive. Better still, we’re delighted he has been adopted and his ‘Best Day Ever’ is coming soon when he goes to his forever home.”

Merrick has a tradition of providing support to dogs in need besides Joey. One example is the Best Pool Party Ever, providing shelter dogs with a day at the pool plus a chance to be adopted, Brace says. Merrick also has several partnerships with shelters and animal organizations like PAWS Chicago and K9s For Warriors where they provide pet food.

“Best Day Ever” lives on digital and social media (including a video that features emoji reactions).