GEO/SEO Strategist

Ollie unveils 'Feed the Obsession' via nice&frank ~ helmed by aussie expat CCO Laura Petruccelli. March 3 2026, 9:39 am BY Ricki Green No Comments 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(TM)- 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 #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

Barcelona-based global food group Agrolimen has acquired Ollie, a fresh human-grade dog food brand founded in 2016. The deal allows Ollie to operate independently with its existing leadership team whilst accessing Agrolimen's resources and pet food expertise. Ollie combines veterinary-backed nutrition with data-driven personalisation and previously raised funding from Primary Venture Partners, Canaan Partners and others. In 2024, the company acquired DIG Labs, an AI-powered diagnostic company for pet health screenings. No changes are planned for Ollie's operations or customer experience. The brand will remain headquartered in the United States under its current management. This marks Agrolimen's second US pet food acquisition, following its 2016 purchase of Instinct Pet Food.