• by Tanya Gazdik , Yesterday

Wellness Pet Company recently unveiled a new brand identity and national advertising campaign with the theme “Feed Well. Be Well.” 

The strategy is rooted in mutual well-being: the belief that when pets thrive, their people do too -- emotionally, physically and socially. The 100-year-old company’s CMO, Allison Giorgio, shared some insights behind the campaign with Marketing Daily. 

What inspired the choice to do new brand identity work and redesign?  

Wellness Pet has always believed that feeding well is foundational to overall well-being -- for pets and the people who love them. As our portfolio and purpose have grown and next-gen pet parents are seeking pet brands who deeply understand and relate to them on their terms, we saw an opportunity to more clearly and cohesively express who we are today: a brand rooted in proven nutrition, science-backed innovation, and the powerful bond between pets and pet parents. The refreshed identity helps bring that story to life in a more modern, warm, and emotionally resonant way, while staying true to the values that have defined Wellness for years.

How long will the debut spot “Lost in Translation” run, and where it is appearing?   

The spot is launching as part of a multi-hannel campaign and will run for several months. It will appear across digital video platforms, social media, streaming environments, and select brand-owned channels, allowing us to reach pet parents where they already consume content and engage with brands. We’re currently finalizing video, display, paid and organic social assets for Wellness Whimzees to roll out during Pet Dental Health Month in February as well as a fantastic new product, Wellness Protein Bowls.

Are there other elements besides the video? 

Yes, the video is just one part of a broader brand expression. The campaign extends across social, digital, and owned platforms, including updated brand visuals, messaging, and storytelling moments that bring the new identity to life in different ways. You’ll also see the concept reflected in future content, brand new partnerships, and IRL brand touchpoints over time. 

Is "Feed Well Be Well" your new tagline? Will we see it on future work? 

“Feed Well. Be Well.” is a central expression of our brand philosophy and will play an ongoing role in how we communicate Wellness Pet’s purpose. You’ll see it appear across future brand work as a unifying message that connects nutrition, well-being, and the everyday moments shared between pets and their people.

How was Colossus chosen to create the campaign? Are they now considered to be your agency of record? Is there any future work from them planned? 

Colossus was selected based on their strong strategic thinking and creative approach to brand storytelling, particularly their ability to capture emotional truth in a modern, visually compelling way. They are a compelling creative partner and have contributed greatly to our brand evolution.