Challenge

Greenies, already a cult favorite among pet parents, was expanding into a new line of dog food that’s both healthy and delicious. The brand needed a breakthrough way to launch on Amazon — driving awareness, excitement, and trust in a highly competitive pet category dominated by human voices and generic claims.

Insight

Pet parents, especially Gen Z and millennials, obsess over understanding their pets. They spend hours researching, testing, and guessing what their dogs actually love. It’s as if they’re trying to read their pets’ minds. So instead of marketing to humans pretending to know what their dogs want, what if we let the dogs speak for themselves?

Greenies saw an opportunity to build on their cult status with the development of dog food that’s both healthy and delicious. They tasked us with creating awareness and excitement around the launch on Amazon.

Idea

We created “Dogs Write Reviews,” the first campaign powered by real-time generative AI and Amazon Rekognition technology — turning dogs into the most trusted reviewers on Amazon.
Using the Amazon app, owners could scan their pups mid-treat to “translate” reactions into AI-generated reviews. Hosted on a custom landing page on Amazon.com, the campaign was surrounded by audio, display, and shoppable media.

Impact

The campaign outperformed Amazon Ads benchmarks by double digits and launched an ongoing, deeply collaborative relationship with the Amazon Brand Innovation Lab and brands across the Mars Pets portfolio.

By giving dogs a literal voice, Greenies turned innovation into empathy — and reaffirmed its place as the most playful, trusted brand in pet care.