Anything Is Possible wins global launch brief for Ghostdog Pets

Independent data, tech, media and creative agency Anything Is Possible, has clinched the account to launch Ghostdog Pets’ portfolio of brands specifically designed for sensitive and allergy-prone pets in the UK, EU and US markets, at a time when the demand for health-conscious pet food is soaring.

The campaign will start with a soft rollout in September and then an official UK launch in January 2026. The campaign will then run across the EU and the US. Anything is Possible will be providing support across digital performance marketing, organic search, social, influencer partnerships, and UX/UI development. The campaign will launch in specialty retail and D2C, followed by a 12-month digital rollout.

Ghostdog Pets is a new pet food venture which is introducing a new era in functional nutrition. Its USP is an innovative hybrid formulation of traditional meat and insect protein designed for environmentally conscious pet parents and dogs with dietary sensitivities. The inclusion of novel insect protein is not only planet-positive but also offers multiple health benefits for pets.

The brand is inspired by the Amazonian ghost dog - an insectivorous short-eared dog that feeds off insects, fruits and small mammals. Called the ghost dog due to its elusive nature, it is a symbol of the delicate balance within one of the world’s most critical ecosystems – highlighting the urgent need for better sustainable practices to protect both our environment, our ecosystems and our animals.

Joanna Botwood, CMO, Ghostdog Pets: “We approached AIP because of their breadth of capability, their strategic depth, and clear passion for the category. We’re absolutely thrilled to be partnering with Anything is Possible to bring the Ghost Dog portfolio to market.”

Mark Raymond, CCO, Anything is Possible: “We called our brand Anything is Possible for a reason. It’s a matter of belief. And our best work always comes from clients who share that belief. There’s a clear fit with Ghost Dog’s vision to disrupt the pet food sector for the better, and their solution for the future sustainability of feeding our four-legged family members while prioritising taste and health. We can’t wait to get stuck in and help Ghost Dog achieve the growth they deserve.”

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