• by Fern Siegel , May 26, 2023

The most recent iteration of Pup-Peroni’s “Be Your Best Friend’s Best Friend” campaign launched this week.

The work is from PSOne, a Publicis Groupe agency, led by BBH USA.

As younger demographics become dog owners, the agency relied on a wacky story line to underscore people’s devotion to their pets.

The “Amnesia” spot, airing across TV, online video, and social platforms, makes that point with few words, but big graphics.  

“All pet owners like to think their dog is loyal to them – but we know loyalty really lies with whoever is offering them the tastiest treat,” said Erica Roberts, Chief Creative Officer, BBH USA. “Best Friend” pushes that premise into comic absurdity.

“Remaining top of mind with today’s dog owners is paramount. Our new campaign reminds pet parents that if they ever feel their dog’s allegiance wavering, all they need to do is open a fresh bag of Pup-Peroni treats and they’ll quickly regain that best friend status — at least by association,”added Christine Hoffman, senior director, integrated consumer experience, The J.M. Smucker Co., the parent company of Pup-Peroni.

In 2021, PSOne was named omnichannel marketing agency of record, managing end-to-end commerce services for The J.M. Smucker Co.