Pup-Peroni Turns Dogs Into Food Critics in New Campaign from BBH USA

Quick listen: Talking dogs become foodie influencers in Pup-Peroni’s latest — here’s how, in under 2 minutes.

Pup-Peroni just launched a new campaign featuring talking dogs acting like food influencers to promote its beef treats.

Created by PSOne, a dedicated Publicis Groupe unit for The J.M. Smucker Co., and creatively led by BBH USA, the campaign introduces a new platform called “Treat The Best To The Best.”

It's marked by a hero spot that features four dogs behaving like over-the-top food critics at a trendy restaurant, complete with live reactions, slow chews, and dramatic taste tests.

According to BBH USA’s Group Creative Director Yohan Daver, the idea was simple.

“We imagined a world where dogs behaved like foodie influencers. You know the kind; clicking a thousand photos from the table, live streaming themselves eating, and posting about every bite.

But thankfully, dogs are dogs. And they savour Pup-Peroni the way it should be savoured.”

Overall, the campaign focuses on humor and product quality, highlighting slow-cooked textures and rich beef aromas to position Pup-Peroni as a premium treat.

Dogfluencers Take Over

Directed by "LJ Johnson" of "Hungry Man," the hero spot starts with four talking dog influencers waiting for their Pup-Peroni to be served, as paparazzi snap away.

"Oh my gosh, it's giving tender," one comments, while another compliments the smoky and beefy aroma of the snack. 

Leaning into the influencer bit, one dog is seen livestreaming its experience eating the treat, while another shares its experience on social media with the caption: "Resting beef face."

In the end, the dogs go back to their instincts, devouring their snacks and hopping on the table to lick the treats off their plates.

Beyond the commercial, the campaign spans linear TV and addressable video, plus a wide digital push across platforms like TikTok, Meta, Pinterest, Reddit, Snapchat, and Amazon.

Each asset is tailored to how modern dog parents discover and engage with content, pairing snackable formats with a consistent brand voice.

Notably, Pup-Peroni’s brisket rounds produced in Utah have already earned accolades like a top dog treat nod from NBC.

And this campaign aims to turn that product recognition into deeper brand preference.

"With Treat The Best To The Best, we’re bringing a fresh, entertaining voice to Pup-Peroni to reinforce the premium quality today’s pet parents expect," Gail Hollander, CMO of The J.M. Smucker Co. shared.

This new creative platform captures the playful spirit of the brand while reinforcing what makes Pup-Peroni irresistible: slow-cooked treats, proudly produced in USA facilities."

The effort marks a strategic repositioning of the longtime brand toward a younger, social-first pet owner audience.

The team hopes that humor won't just earn laughs but also drive purchase intent.

Our Take: Why Letting Dogs Talk Works This Time

I’ve seen too many pet ads try to humanize animals in ways that fall flat or feel gimmicky.

But this Pup-Peroni campaign earns its concept. 

Leaning into and poking fun at influencer culture allowed Pup-Peroni to create something fresh without feeling forced.

Most importantly, it reinforces product truth: dogs love the taste.

For brands looking to refresh legacy products, it's a great example of how tone and platform-specific humor can make a big difference in how audiences perceive your brand strategy.

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