Ruffwear, the company that makes performance gear for dogs, is launching a new national brand campaign this week--the first work from Milwaukee-based Hanson Dodge, which won the brand’s creative agency remit earlier this year.    

Titled “Quality Gear for Quality Time,” the goal of the campaign is to reach a broader range of consumers.    

Ads encourage dog owners to “Go be with your dog” to get even more joy out of exploring the outdoors together. According to the company many dog owners are looking for the same level of quality outdoor gear for their dogs that they wear themselves.   

The multimedia effort includes video, display, search and social media elements with messages such as “Who says your camping buddy needs to be human.”  The ads feature a range of Ruffwear gear including the Flagline Dog Harness + Leash and the Hi & Light Dog Harness + Leash.  

Advertising will appear across North America on Connected TV, Meta, Google Paid Search, display and in partnerships with WeRateDogs and Gear Junkie.  

In addition to creative work, Hanson Dodge is responsible for media planning, buying and implementation.  The agency will also be responsible for consumer research.