Ollie unveils ‘Feed the Obsession’ via nice&frank ~ helmed by Aussie expat CCO Laura Petruccelli

Melbourne-native and Aussie expat Laura Petruccelli is bringing Australian creative muscle to the US pet category, with her New York indie agency nice&frank unveiling Ollie’s largest national brand campaign to date.

Petruccelli, co-founder and chief creative officer of nice&frank, has led the creation of Feed the Obsession™ – a new long-term brand platform for the human-grade fresh dog food company that celebrates the deep, joyful devotion modern dog parents have for their dogs.

Set to Australian pop icon Kylie Minogue’s global hit Can’t Get You Out of My Head, the campaign rolls out nationally across Peacock, Paramount+, Hulu, HGTV, Food Network, NBC and ESPN, marking a significant creative evolution for Ollie – from dog food brand to lifestyle brand for the deeply devoted.

Feed the Obsession is born out of a simple truth: Dog parents are obsessed with their dogs. In fact, according to a recent survey of American dog parents, a whopping 89% consider their pup their best friend and more than two-thirds (68%) admit they’d take five years off their own life to add five years to their dog’s. It’s that selfless obsession that fuels Ollie’s team of veterinarians, chefs, food scientists, and tech experts to develop the best possible food, experience, and technology that redefine how we care for our dogs. And in turn, feeds dogs’ obsession with their food.

“At Ollie, obsession isn’t a flaw – it’s our driving force,” says Allison Stadd, CMO of Ollie. “Our veterinarians, engineers, in-house chef, and the rest of our deeply dog-obsessed team use science and technology to build a truly tailored experience, all in service of the one thing that matters most: your dog’s wellbeing. Feed the Obsession puts a flag in the ground. It celebrates the people who read ingredient lists, track poop quality, and reorganize their lives around a dog they love like family, and shows how Ollie fits right into that level of care.”

Feed the Obsession features many of the “if you know, you know” habits that make the dog-obsessed a special breed. From perfectly organizing your dog’s food and accessories with custom labels to post-meal mouth kisses and even dedicated dog parent tattoos – the national campaign showcases the tight-knit bond that only humans and their dogs have.

Directed by Josefine Cardoni and created in partnership with creative agency nice&frank, Feed the Obsession launches March 2nd with a series of video spots across streaming platforms like Peacock, Paramount+, and Hulu, as well as broadcast networks like HGTV, The Food Network, NBC, and ESPN – all set to Minogue’s iconic track, which underscores the joyful, obsessive bond between dog parents and their pups.

“As a new puppy parent, I know first-hand that dog parents don’t casually care, we’re all in,” says Petruccelli. “We wanted this to feel less like a dog food brand and more like a lifestyle brand, because let’s face it, for the obsessed, dogs are our lives. That meant building a platform that matched that intensity while clearly calling out what makes Ollie special – an uncompromising commitment to your dog’s nutrition and overall wellbeing. By pairing that human truth with Ollie’s human-grade fresh food and focus on health, Feed the Obsession feels deeply relatable and unmistakably Ollie.”

The brand’s obsession with dogs goes far beyond what’s in the bowl. Through Ollie’s patented Health Check-Ins, pet parents can easily check in on their dog’s wellbeing anytime, as often as they need – with a dedicated team focused on these one-on-one assessments. From reviewing everything from teeth and body condition to the most unglamorous but important details, like stool photos, Ollie approaches every Check-In with the same care, curiosity, and attention that devoted dog parents bring to their pups.

To further feed the obsession, Ollie has partnered with the Human Animal Bond Research Institute (HABRI), the leading non-profit experts in the science of the human and animal bond. Together, the partners will deploy research and programming that fuels the dog parent and dog bond and its positive impact on human and dog wellbeing.

As Ollie continues to raise the bar for human-grade, fresh dog food and innovative wellbeing offerings, the company is seeing remarkable momentum driven by devoted dog parents and the shared commitment to helping dogs thrive at every stage of their lives. This mutual passion is reflected in major milestones across Ollie meals served, dogs fed, shipments delivered, and health screenings submitted.

220M+ meals served to date
5.5M+ boxes shipped (+40% YoY, 2024-2025)
110K+ health screenings submitted (+107% YoY, 2024-2025)

Ollie was founded on the belief that dogs deserve better food and that feeding them well is one of the most powerful ways to support their overall wellbeing. This mission will continue, as Ollie and their new sole owner, Agrolimen, a family-owned global food group with a long-standing commitment to quality, innovation, and long-term stewardship, expand their partnership to bring the best dog wellbeing services to the US.

Brand: Ollie
Chief Marketing Officer: Allison Stadd
Senior Brand Director: Shelby Silver
Senior Creative Director: Jaimie Gibriano
Associate Creative Director: Lily Nelson
Senior Brand Marketing Manager: Kari Jensen
Content Strategy Lead (Social): Tia Hrubala

Agency: nice&frank
Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
Creative Director: Erica Stevens
Creative Director: Nicole LeLacheur
Associate Creative Director: Conor Patterson
Associate Creative Director: Jose D’Alta
Executive Producer: Kim Chavez
Group Account Director: Noelle Mulholland
Account Director: Korina McCool
Director of Connections Strategy: Drew Forrest
Strategy Director: Maria Ragusa
Junior Strategist: Drew Petereit
Director of Visual Narrative & Stills Photographer: Michael Stone
PR Lead: Colin Brown

Production Company: SoftSpot World
Director: Josefine Cardoni
Partner/ Executive Producer: Tomás Whitmore
Partner/Executive Producer: L. Vertel Scott
Line Producer: Daniel Zimmer
DP: Liam Reardon
Production Designer: Helen Morales
Stylist: Penelope Strintz
Post Production
Editorial House: Cabin Edit
Editor: Yago Hunt-Laudi
Assistant Editor (US): Katie Pehowski
Assistant Editor (UK): Magda Plugowska, Vic Man
Sr. Producer: Marianna Oliveira-Terenzio
EP: Hope Duhaime
Finishing: Shepherd
Managing Director: Cara Lehr
Executive Producer: Julia Paskert
VFX Producer: Gwenn Hardouin
Lead Flame: Yoshiko Hirata
Flame Support: Mandy Sorenson
Flame Assist: Austin Lewis
2D Animation: Chris Ko
Sound Design & Mix: Isaac Matus
Executive Producer: Vicky Ferraro
Producer: Pooji Jonnavithula
Publisher: Universal Music Publishing Group and Sony Music Publishing
Master: WMG UK

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel