Open Farm has launched ‘Pets Are Perfect. So, We Must Be Too,’ the company’s largest integrated brand campaign to date, marking a significant investment in brand building as the premium petfood manufacturer enters its next phase of growth. The campaign will roll out internationally across television, connected TV, streaming, digital video, out-of-home advertising and social media over the coming months. It aims to strengthen consumer awareness while reinforcing the brand’s long-standing commitment.
Founded in 2014, Toronto-based Open Farm said the campaign represents an important milestone in its brand evolution. The company is now expanding its focus beyond product quality to create stronger emotional connections with pet parents. It has established itself through responsibly sourced ingredients, animal-welfare standards and ingredient traceability.
The campaign is built around the insight that although every pet-owner relationship is unique, the emotions they share are universal. As 97 percent of pet parents consider their pets family, expectations for what goes into their bowl have fundamentally changed.
Open Farm said the initiative celebrates these everyday moments while reinforcing its belief that the care pets provide deserves equally high standards from the brands that feed them. According to the company, every bowl of food is only one part of the relationship between pets and their owners, making it Open Farm’s responsibility to deliver products worthy of that trust.
Isaac Langleben, co-founder and chief executive officer of Open Farm, said the company has spent the past decade investing in “ingredient quality, supply chain strength and consumer trust.” He noted that while exceptional nutrition remains the foundation of the business, brands are built by helping consumers understand the principles behind those standards.
The campaign also highlights Open Farm’s core product commitments, including premium responsibly sourced ingredients from selected farms and fisheries, veterinary-supported recipe formulation and 100 percent ingredient traceability.
The campaign debuts with two flagship advertisements, ‘Sweet Girl’ and ‘Cone,’ both centred on authentic interactions between pets and their owners. It is developed in partnership with independent creative agency Guesthouse. As a certified B Corporation, Open Farm said it remains committed to advancing nutrition, sustainability, animal welfare and transparency across its product portfolio.
