• by Tanya Gazdik , March 12, 2024

Canine health and DNA company Embark Veterinary is launching a campaign that shows how knowing your dog’s breed(s) can strengthen the human-canine bond. 

The effort, from AOR Boston-based Colossus, includes a 30-second spot featuring a couple explaining that they always thought there was something “regal” about their dog, Scraps. After a DNA test from Embark, their suspicions were confirmed. Turns out that Scraps was 91% Golden Retriever and 9% Cavalier King Charles Spaniel.

“A king,” proclaims the wife, who with her husband has commissioned a royal portrait, turned their living room into an homage to England, and begun addressing their dog in high-pitched, over-the-top British accents. 

The effort launches with linear video, digital display, social, PR, and out-of-home activations.  Audio influencer campaigns and affiliate marketing will be added later in the year. Executions include the 30-second spot along with 15-second and 6-second cut-downs. 

The objective is to appeal to new audiences by raising awareness of Embark’s DNA testing.

“At Embark, we celebrate the joyful bond between humans and dogs,” said Embark CMO JR Blaszek in a release, noting that the campaign shows "how science helps pet parents build even stronger bonds with their dogs.”

The campaign aims to stand out in a “category awash in a sea of sameness,” says Melissa Astorga, Colossus account director.

“It allows Embark to connect with consumers, tapping into their love of pet-related content and funny videos we know they are consistently engaging with, but standing out as a leader deeply rooted in science,” Astorga says in a release. “Owning a pet is and should be fun, and this work celebrates that, encouraging users to create their own memorable moments thanks to a simple-to-use DNA test.” 

Embark Veterinary was founded in 2015 and is a challenger brand to Mars Inc.’s Wisdom Panel, which has been selling tests since 2007 and has been in existence 20+ years. Embark is an official research partner of Cornell University College of Veterinary Medicine.