The Farmer’s Dog · Fresh pet food subscription · Performance creative & paid social · 2026
How The Farmer’s Dog fed a $20M+ annual media buy with creative
At twenty million dollars a year, the account consumes creative faster than most brands can produce it.
70+
assets created per month
across 10+ channels
The results, up top — every number is in the strip below
$20M+
ad spend per year
eight-figure annual buy
70+
assets created per month
built per channel
10+
channels utilised
each with native creative
$0.2
cost per page engagement
efficiency held at scale
Creator-led
performance creative
real households, not studio sets
01 — The challenge
Nationwide subscription growth at eight-figure annual spend.
The Farmer’s Dog sells fresh pet food by subscription across the United States, spending more than $20M a year across more than ten channels.
Every channel needs its own creative shape, and every audience fatigues on its own clock.
“We are not short of budget. We are short of new things to say, and that is what actually caps growth.”
So production was set to the rate the account consumes creative.
02 — Our approach
Creator-led performance creative at 70+ assets a month.
Seventy-plus assets a month were produced as creator-led performance creative — built per channel rather than resized — across more than ten utilised channels.
Cost per page engagement held around $0.2, which is the efficiency signal that says creative is landing rather than being pushed.
03 — What we did
What the campaign actually consisted of.
The working parts behind the The Farmer’s Dog numbers above.
70+ assets monthly
Matched to consumption rate
Production volume was set by what an eight-figure buy actually burns through.
Creator asset grid
10+ channels
Built per channel
Each channel received creative made for its format rather than adapted.
Creative from the campaign
Creator-led
Real dogs, real households
Creator content carried the credibility that studio pet photography cannot.
Reported creative mix
$0.2 per engagement
Efficiency at scale
Cost per page engagement stayed around twenty cents at eight-figure spend.
Reported efficiency metrics
The stack we ran it on
Meta Ads Manager
Paid social
TikTok Ads Manager
Paid social
Creator sourcing
Casting
Spark Ads & whitelisting
Amplification
Frame.io
Creative review
Canva
Creative
GA4
Analytics
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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