BARK, the brand best known for making dogs (and their humans) happy, is taking a big leap into the food bowl. Partnering with Tombras, the company has launched “BARK in the Belly,” a playful new consumables line that’s more than just kibble—it’s a dog-first brand platform that puts pups in charge of the conversation.
Rolling out August 26 in honor of National Dog Day, the campaign kicks off BARK’s new “Co-Owned by Dogs” initiative, with products named entirely in dog-speak. From collagen chews to toppers, biscuits, and premium dry food, the packaging reads like a conversation straight from your pup, complete with translations like “WOOF WOOF (that’s dog for dinner).” The result is a shared language between people and their pets, turning mealtime into a moment of fun while keeping BARK’s mission clear: leave no dog hungry, and every belly happy.
What makes this launch even more powerful is its purpose-driven promise: 100% of profits from BARK’s premium dry food will be donated, day in and day out, to fight canine hunger nationwide through the BARK Gives program.
To support the release, Tombras created a cheeky ad campaign that gives dogs the final say. A :15 spot, Epic Reveal, will run on CTV and social, with OOH placements in New York and Los Angeles (including LinkNYC boards and wild postings).
The campaign also features the appointment of BARK’s first-ever “Chairdog,” Hendrix, a three-legged rescue pup from St. Croix who now lives in Orlando, Florida. Hendrix will, indeed, sit in on leadership meetings with the help of a dog communicator to ensure that real canine perspectives are part of the company’s decision-making.
“Families will literally be speaking dog—asking for Woof Woof Wof, not Wof Woof,” said Jeff Benjamin, Global Chief Creative Officer at Tombras. “With dozens of new products rolling out, we’re not just naming food, we’re creating a new language that gets the world talking dog first—to their dogs, and now to each other.”
With dogs officially co-owning the brand, “BARK in the Belly” sets a new bar for creative pet marketing—one that blends humor, purpose, and plenty of wagging tails. To see the new platform, click here.
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