The Farmer’s Dog grew on TV ads that sell a quiz, not a price.
TV spots star famous owners and their dogs. Every Meta click lands on 50% off and a two-minute quiz that ends in a daily price.
BLOOM10X did not work with The Farmer’s Dog. This breakdown uses public sources only, linked below.
- 2014Founded by Brett Podolsky and Jonathan Regev
- 2021$65M raised at a $1.46B valuation
- Feb 2023First Super Bowl ad tops USA Today Ad Meter
- Mar 20251 billion meals; $1.2B annualized revenue reported
- Sep 2026The NFL’s first official pet food partner
A subscription that makes money.
Annualized revenue, estimated
How a viewer becomes a subscriber
Five plays behind the growth.
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Win the Super Bowl once, then run it for years
“Forever”, a girl growing up with her labrador, was the brand’s first Super Bowl ad and scored 6.56 out of 10, top of 51 (USA Today, Feb 2023). Its YouTube upload had 36.4M views on Nov 10, 2026.
Copy this: build one long-life story ad about the customer’s bond with your product, then cut it down for every placement. Creative →
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A series of famous owners’ dogs
Recent spots are named for the owner: “The Running Back’s Dog” with Cam Skattebo (11.1M views), “The Chef’s Dog” with Molly Baz, “The Racer’s Dog” with Ryan Blaney. In September 2026 it became the NFL’s first official pet food partner (PR Newswire, Sep 2026).
Copy this: pick one format and swap the face: same structure, new customer, every month. Creator seeding →
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One offer, everywhere
The home page banner, the NFL page header and 26 of the first 27 Meta ads in the Ad Library all say 50% off the first box. The offer never changes; the face and the angle do.
Copy this: fix one strong first-order offer and test hooks around it, so results compare. Hook rate guide →
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A quiz before the price
No price appears on the home page. “See plans & pricing” opens a quiz that promises a “meal plan, recommended recipes, and daily price” in about two minutes. Investors told PitchBook the packs carry the dog’s name (PitchBook, Mar 2025).
Copy this: if your price depends on the buyer, ask first and show one personal number, per day. Conversion →
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A landing page per audience
Ads send senior-dog owners, NFL fans, Jess Pegula fans and Oprah Podcast listeners to different pages, each with its own URL (Meta Ad Library, Nov 10, 2026). Two outside pages run advertorial-style ads to a separate URL.
Copy this: give each big audience its own page that repeats the ad’s first line. Meta ads →
The home page sells a quiz, not a box.
- 1The offer is a gift“You’ve been gifted 50% off your first purchase!” runs above the logo.
- 2A promise, not a product“More good years start here”, then “developed by vets”.
- 3The button says pricing“See plans & pricing” opens the quiz. No price is on this page.
- 4Proof under the button“Over 1 billion meals served” and 4.8/5.0.
Our wireframe of the quiz-to-plan flow
- 1The discount follows youThe same banner sits on every step we could see.
- 2The price is the rewardThe page promises a daily price at the end, so the quiz feels like the way to it.
- 3The time cost, up front“This will only take ~2 minutes per dog.”
- 4Data for the planBreed, diet and exercise, per an investor quoted by PitchBook.
- 5A per-day numberThe FAQ says plans start at about $2/day; one ad says “Starting at $3/day”.
- 6A small first boxUp to two weeks, “perfect for your dog to get a taste”.
- 7Low exit costPause, cancel or reactivate anytime, per the FAQ.
Our wireframe from thefarmersdog.com/signup, the home page and the FAQ on Nov 10, 2026. We could not reach the plan screen, so rows 4–5 come from the FAQ and PitchBook. Not a copy of their page.
Our math on the first box
Copy this on your quiz
- Keep one first-order offer on every page and every step. Conversion
- Say how long the quiz takes before the first question.
- End the quiz with one personal number, per day, not a price grid.
- Make the first order small, then raise order value on the second. Raise AOV
One offer, many audiences.
“Dog food should be food, not burnt brown balls.”
- Started Mar 26, 2026; the link card says “Starting at $3/day”.
- Lands on /ad50fb, a page built for this ad set.
- The enemy is kibble, never a rival brand.
“Real food has made a huge difference for NFL running back Cam Skattebo”
- Runs as “The Farmer’s Dog with sk4ttp4ck”, the player’s handle, from Sep 11, 2026.
- Lands on /p/fbigad50NFL26.
- Two days after the NFL deal went public.
“Help old dogs feel young again with fresh food.”
- A 13-second video, started Mar 26, 2026.
- Lands on /p/fbigad50sdog: a senior-dog page.
- Ages and life stages each get their own page.
“We’re proud to partner with The Oprah Podcast”
- Started Jun 23, 2026, in image and video versions.
- Lands on a page made for the show’s listeners.
- The sponsorship is used as proof in paid social.
Meta Ad Library exact-phrase search “the farmer’s dog”, active US ads, Nov 10, 2026: about 540 results, including other advertisers.
How a famous-owner spot is built.
- 1Name the owner’s job“Wrecking ball on the field. Total Dog Person at home.”
- 2Introduce the dogs“NFL running back Cam Skattebo and his dogs Duke, Daizy, and Cheech.”
- 3The switch“Feed your dog real, fresh food like Cam does.”
- 4The ask“More good, healthy years together” and thefarmersdog.com/nfl.
Our wireframe, built from the title and description of “The Running Back’s Dog” (31 seconds) on The Farmer’s Dog’s YouTube, Sep 9, 2026. Not a copy of the ad.
Three spots, three years apart.
“We started The Farmer’s Dog because for too long, feeding your dog meant choosing between different versions of the same ultra-processed food.”
Read it with three caveats.
- TV comes late. The first Super Bowl ad ran in 2023, nine years after founding, with 30 seconds then costing a record $7M (USA Today).
- 50% off needs a long tail. Halving the first box only works if most buyers stay for months.
- The numbers are estimates. The company is private and did not comment to PitchBook.
- What we’d do differently: show one sample daily price on the home page, and test whether it lifts quiz starts or cuts them.
Six moves for a $1M–$10M brand.
- Pick one first-order offer and keep it on every ad and page for a quarter. Meta ads
- Build a repeatable ad format around customers and their stories. Creative
- Give each large audience its own landing page. Conversion
- Price the first-order discount against a kept subscriber’s value. LTV calculator
- Test streaming TV once your Meta results are steady. CTV advertising
- Plan how many new ads the format needs each month. Creative volume calculator
Where every number comes from.
- Rosie Bradbury, “Pet food maker The Farmer’s Dog fetches profits and more than $1B in annualized revenue,” PitchBook, Mar 24, 2025. pitchbook.com
- “The Farmer’s Dog: Business Breakdown & Founding Story,” Contrary Research, updated Oct 20, 2026. research.contrary.com
- “The Farmer’s Dog Announces Additional $10 Million Investment in Veterinary Research,” PR Newswire, Mar 3, 2025. prnewswire.com
- “The Farmer’s Dog Named the NFL’s First-Ever Official Pet Food Partner,” PR Newswire, Sep 9, 2026. prnewswire.com
- Gabe Lacques, “The Farmer’s Dog’s emotional Super Bowl commercial earns USA TODAY Ad Meter title,” USA Today, Feb 13, 2023. usatoday.com
- The Farmer’s Dog TV commercials, iSpot, viewed Nov 10, 2026. ispot.tv
- The Farmer’s Dog home page, signup, NFL page and FAQ, viewed on mobile Nov 10, 2026. thefarmersdog.com/faq
- Meta Ad Library, exact phrase “the farmer’s dog”, active US ads, viewed Nov 10, 2026. facebook.com/ads/library
- The Farmer’s Dog, official YouTube channel (@thefarmersdogofficial), videos dated Feb 10, 2023 to Oct 23, 2026. youtube.com/@thefarmersdogofficial
