The Farmer’s Dog takes its brand story to The Oprah Podcast

VERSION 1 — BRIEF

The Farmer’s Dog said it’s partnering with The Oprah Podcast on a custom mini-series, “Life Is Better With Dogs,” narrated by Oprah Winfrey and built around stories from pet parents and their dogs. The company also said it will sponsor multiple podcast episodes, including one featuring dog cognition expert Dr. Alexandra Horowitz, and that new mini-series episodes will roll out over the next two years. Alongside the media push, The Farmer’s Dog announced a separate partnership with the USO to provide a year of fresh food to 250 dogs belonging to military families and volunteer military therapy dogs. (streetinsider.com)

Why it matters: For veterinary professionals, this is less about a podcast deal than about how consumer pet nutrition brands are increasingly tying marketing to expert voices, human-animal bond storytelling, and mission-driven partnerships. The Farmer’s Dog has also been expanding its scientific and professional positioning, including a $10 million veterinary research investment announced in March 2025 and its public emphasis on board-certified veterinary nutritionists, AAFCO-complete-and-balanced formulations, and alignment with WSAVA nutrition-selection guidelines. That means clinics may see more pet parents arriving with stronger brand awareness, more questions about fresh diets, and higher expectations for evidence-based guidance on nutrition claims. (prnewswire.com)

What to watch: Watch for whether this campaign stays a brand-awareness play or evolves into more explicit clinical nutrition messaging, retail expansion, or new research-backed claims aimed at veterinarians and pet parents. (prnewswire.com)