Sydney, October 16, 2025: The everyday ‘super’ traits of Australia’s much-loved pets are brought to life in a distinctive new Purina Supercoat campaign live this week, developed by Ogilvy.
The Keep Them Super campaign celebrates the quirky personalities of each pet in real, unfiltered moments, connecting them to the benefits of Supercoat. Brought to life in partnership with Revolver’s Gabriel Gasparinatos, the creative features real dogs and their owners to enhance relatability and authenticity. Executions will be seen from this week across TV, OOH, retail/POS and social.
Ogilvy Group Creative Director Andrew Hankin said the campaign was a break from overly sentimental category tropes, in a bid to appeal to practical, devoted dog owners who see their pet as a true family member, valuing simplicity and genuine care over trends and luxury.
“This new campaign aims to capture what makes every dog super – the funny, heartwarming, cheeky, playful, and loving things they do every day. These are genuine connections that reflect the everyday reality of dog ownership that makes them heartfelt, imperfect, and full of personality.
“Using a mixed-media approach blending different film techniques and styles really brings this to life. It reinforces the authenticity at the heart of the campaign but also creates a distinctive visual world and tone of voice unique to Supercoat.”
Supercoat, owned by Nestlé Purina, is the number 1 dry dog food brand in Australia, widely recognised for its accessible, affordable, and balanced nutritional offerings. The brand is a trusted partner that truly understands and supports pet owners in the everyday.
Nestlé Purina Petcare Australia Head of Marketing Helen Warnes said: “At Purina, we believe every dog is super, and it’s our job to help keep them that way – with Supercoat. The new campaign reinforces the role Supercoat plays in providing trusted quality nutrition that dogs love and pet owners can rely on.
“This campaign celebrates Australia’s 6 million dogs, recognising that while every dog is super, none is more super than yours. From their unique personalities to the unconditional love they show your family, these special traits make them truly one-of-a-kind.”
The Keep Them Super campaign will be seen nationally from this week, with executions ongoing throughout 2026. The TVCs can be viewed here:
30” SUPERCOAT; Keep Them Super
15” Polly SUPERCOAT – Keep Them Super; Polly
15” Maxy SUPERCOAT – Keep Them Super; Maxy
15” Barkley SUPERCOAT – Keep Them Super; Barkley
