• by Fern Siegel , April 4, 2025

Some 66% of U.S. households, 86.9 million homes, own a pet. The most popular? Dogs — 65.1 million American homes own one. And that’s a lot of dog food.

Raw dog food brand Heckova! is pitching its first creative campaign — “Dogspeak for Delicious” — in partnership with social media personality RxCKSTxR (@therxckstxr). He is known for pet videos and has an audience of more than 10 million followers. The “Dogspeak for Delicious” campaign will also run on digital and CTV.

Media is being handled by Bridgemark.

The three spots, “Taste of Freedom,” “Guardian” and “Red Handed,” also note the brand’s retail expansion to Target and Meijer. It’s also sold online at Target and Chewy.

The creative is by Betty — its first campaign for Heckova! as agency of record.

“We set out to create a campaign that feels as playful and expressive as the bond between dogs and their humans. ‘Dogspeak for Delicious’ is about more than just dog food — it’s about the way we understand and talk to our pets, even without words. By working with RxCKSTxR and embracing that universal ‘dogspeak,’ we brought Heckova! to life in a way that’s fun, fresh and instantly recognizable,” Thom Kordonowy, associate creative director at Betty, told Agency Daily. "Heckova! now officially joins the lexicon right next to classics like whozagoodboi? and commeergirl.”

The campaign features dogs barking at a delivery driver, getting trapped under a blanket or counter hunting for snacks. The dogs are voiced by RxCKSTxR.

Heckova! is made in a freeze-dry facility in Nebraska. The company claims no fillers — and the chicken used is from poultry raised without antibiotics.

Betty, a Quad agency, has also done client work for Nielsen-Massey Vanillas, Raw Sugar and Milk 50.