Ogilvy and Purina spotlight real dogs and their owners in new campaign

Purina Supercoat is celebrating the everyday “super” traits of Australia’s much-loved dogs in a fresh new campaign by Ogilvy, Keep Them Super. The platform highlights the unique personalities and quirks that make every dog extraordinary, connecting those traits to the nutritional benefits of Supercoat.

Developed in partnership with Revolver director Gabriel Gasparinatos, the campaign stars real dogs and their owners to capture genuine, unfiltered moments of connection. The creative will run across TV, OOH, retail/POS, and social channels nationwide.

A refreshingly real take on pet advertising

Ogilvy Group Creative Director Andrew Hankin said the campaign intentionally moves away from overly sentimental or polished category conventions, instead appealing to practical, caring dog owners who see their pets as family.

Andrew Hankin, Creative Director, Ogilvy Group: “This campaign aims to capture what makes every dog super – the funny, heartwarming, cheeky, playful, and loving things they do every day,” Hankin said. “These are genuine connections that reflect the everyday reality of dog ownership – heartfelt, imperfect, and full of personality.”

A mixed-media production approach brings that authenticity to life, blending different film techniques and tones to create a distinctive, relatable world for Supercoat.

Championing trusted nutrition and real relationships

Nestlé Purina Petcare Australia Head of Marketing, Helen Warnes, said Keep Them Super reinforces Supercoat’s position as the country’s #1 dry dog food brand and a trusted partner for pet owners.

Helen Warnes, Head of Marketing, Nestlé Purina Petcare Australia: “At Purina, we believe every dog is super, and it’s our job to help keep them that way – with Supercoat,” Warnes said. “This campaign celebrates Australia’s 6 million dogs, recognising that while every dog is super, none is more super than yours.”

The Keep Them Super campaign is live nationally from this week, with ongoing executions planned through 2026.

www.ogilvy.com.au

www.purina.com.au

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