• by Tanya Gazdik , March 19, 2025

Being a pet parent isn’t always sunshine and roses. Sometimes there's guilt that we aren’t doing enough for them. 

In its new campaign from VML “Because You’re Only Human,” Hill’s Pet Nutrition is shifting the category’s conversation from the easy, happy, healthy state of pet-parent relationships to championing the struggles of pet parents trying to live up to the love of their pets.

The campaign includes TV, digital programming, influencers, paid social, PR, branded entertainment, digital audio, paid search and partnerships with retailers, says Carrick Massey, U.S. senior vice president marketing, Hill’s Pet Nutrition.

“The new platform is designed to celebrate how Hill’s Pet Nutrition exists to help pet parents live up to the love of their pets through attention-grabbing experiences and highly contextual media designed to ease guilt and champion their love,” Massey tells Marketing Daily. 

The insight that inspired the creative is “I can never love my pets as much as they love me,” says Fred Saldanha, VML’s global chief creative officer.

“It's unlike anything else in the category,” Saldanha says. “I love that we dived into every pet parent's guilt and created something they believe in.” 

The media plan includes an initial launch period featuring a robust media presence focused on high-visibility, premium video placements, including  prime-time spots on NBC and FOX, as well as presence within the Men's and Women's NCAA March Madness tournaments.

Addressable TV will deliver targeted exposure to cat and dog owners within linear cable programming, and connected premium video will leverage 30-second species-specific spots across Hulu, YouTube and other streaming platforms.

A high-impact YouTube First Position unit, targeting pet parents with the first available advertisement, will further amplify the launch, ensuring maximum initial exposure, Massey says.

The new global creative approach was born from years of research and insights from veterinarians and pet parents, says Caroline Chulick, senior vice president, global growth and innovation, Hill’s Pet Nutrition. 

“This new platform focuses on pet parents' and veterinarians' unique needs, emotions and motivations worldwide, elevating Hill's commitment to creating more personalized and impactful nutrition solutions,” Chulick tells Marketing Daily. "By championing the struggles of pet parents trying to live up to the love of their pets, we also remind them that with Hill’s, they can do more for their pets than they can do alone.”

After the U.S. launch, Hill’s will begin rolling out the platform globally to further drive emotional relevance, distinctiveness and global consistency, Chulick says.  

“This launch is just the start,” Chulick says. “Our new big brand approach will guide Hill’s Pet Nutrition's future efforts in 2025 and beyond. We’re thrilled to engage audiences in unprecedented ways, reinforcing our pioneering spirit established over 75 years ago.”