Natural Balance Pet Food launches “Made for Pets, Not People” marketing campaign.

Natural Balance Pet Foods (Natural Balance) announced the launch of its commercials for the pets it feeds rather than their owners. After acknowledging that most pet food commercials are designed to entice the owner and not the pet, Natural Balance’s “Made for Pets, Not People” campaign seeks to entice the pet.

“We wanted to develop a marketing concept backed by thoughtful scientific research — just like our pet foods,” said Christy Roberts, Natural Balance’s director of marketing, in a press release from the organization.1 “The results are some weird ads that people might not get. That’s okay, because we designed these ads to appeal to our four-legged relatives.”

According to the release1 the pet food company enlisted the help of Nicholas Dodman, BVMS, DACVA, DACVB, professor emeritus at the Cummings School of Veterinary Medicine at Tufts University and co-founder and chief scientific officer of the Center for Canine Behavior Studies to learn how Natural Balance could pet market, and if it was even possible.

The company also hired Accurate Focus, one of the first pet focus groups, to test videos and images to see the reaction of the pets within the group. However, Natural Balance’s research does not stop at the working group. The company encourages pet parents to show the videos to their pets and share comments on social media with #forpetsnotpeople

“Over the past 30 years, we’ve seen a lot of pet food trends come and go, but we’ve never taken our eyes off the holistic health and well-being of a pet,” said Brian Connolly, CEO of Natural Balance. “By creating ads that may seem strange to you and me, but are engaging to dogs and cats, it’s a powerful reminder to pet parents who they really need to consider when making decisions about what to feed their pet.”

Those interested can see the advertisements on the Natural Balance on its website. The ads also run on Hulu, YouTube, Instagram, Facebook, and Twitter.


To sit. Stay. Watch. These ads are for your four-legged family members. Press release. NaturalBalance, Inc. Nov. 16, 2022. Accessed, Nov. 17, 2022.

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