CESAR, BBDO Celebrate Dog Parents Who’d Do Anything for Their Pups

Some dog parents hold umbrellas over their pets while getting drenched themselves.

And CESAR says that kind of love is worth celebrating.

The Mars-owned pet food brand has launched its new global brand platform, “Love Like Crazy."

Created in partnership with BBDO New York, the campaign honors the oddly specific, wonderfully relatable ways dog lovers express affection.

From carefully picking up their phones so their pup can sleep in peace to using baby talk in public with zero shame.

“The CESAR brand’s new platform gets to the heart of how 25 million dog parents across the world feel about their dog,” said Zoe Zammit, global brand director at CESAR.

“We are showing the next generation of dog parents that we understand that the best life is a shared life with our dogs.

And when we love them like crazy, we want to give them the deliciously good food they’re crazy about.”

The launch kicks off in the U.S. with a series of ads rooted in what CESAR and Mars’ research confirmed.

According to them, people really do love their dogs like crazy.

A 2023 survey revealed that 37% of pet parents rank their dog as the most important thing in their life.

And this number even jumps up to 45% among Gen Z. 

It only made sense for CESAR to emphasize this love through an overly relatable campaign. 

“We leaned into the weird, wonderful moments that only dog people get or understand," Kristin Clark, SVP creative director at BBDO, said.

Overall, the brand's insight led to storytelling that doesn’t try to explain the dog-human connection, but simply shows it.

A Pet Lover's Quirks

The ads spotlight over-the-top, true-to-life gestures that dog owners will recognize instantly.

"Nicknames" shows us a man calling his pup Brutus to come back to him as they play in a public park.

However, Brutus isn't his only name, as the man starts shouting "Bruty,""Brutybaby," and "Mr. Bubu."

Another spot titled "Bedspace" shows us a man slowly moving towards the edge of his bed in his sleep, as his small pup occupies more and more space. 

Even if he fell, he reassures his furry friend that he still loves him. 

Each spot paints a picture of real devotion, done not for show, but out of real love.

The campaign also sets the stage for new product launches, including "CESAR WARM BOWLS," a microwavable meal that gives dogs a warm, aromatic treat.

Already available in the U.S., the brand also plans to roll out "Fresh Bowls" in Europe and more meaty treats in Australia.

Our Take: Can Agencies Capture Real Pet Love?

This campaign reminds me how powerful specificity can be when building emotional connection. 

You'd think the more niche an experience is, the less relatable it can get.

Turns out, a big chunk of the pet-loving population has a million nicknames for their furry friends and would actually do anything for them.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by CESAR® Canine Cuisine (@cesarcuisine)

In showcasing genuine, lived experiences, BBDO and CESAR made dog parents feel seen.

And when creative agencies reflect brand values through the real lives of their audience, the result is more than just relatability.

It becomes a signal: we know you, and we’re one of you.

Previously, AMV BBDO and Whiskas launched a podcast-themed campaign made for cat lovers, and starring cats.