Back to blog

Milk-Bone Cuts Through Internet Noise With “More Dog” Campaign

Milk-Bone® is cutting through the Internet noise and excess to deliver what everyone really needs – More Dog

Milk-Bone® “More Dog” Campaign makes a bold statement around what the world really needs – More Dog. With the Internet being a hub for everything excessive and superficial – from unrealistic posing and filters to fake reality dating shows – people every day are increasingly exposed to disposable content that distracts us from what matters most. However, Milk-Bone® is committed to bringing the authentic love between dogs and their humans to everyone. Everywhere. All the time. 

“Milk-Bone® is always there to celebrate the simple awesomeness of dog life. We recognize and celebrate the special bond between dogs and their humans,” says Ryan Thomas, VP Pet Marketing, The J.M. Smucker Co. “The over 25 dogs featured were even cast first followed by a month-long preparation that included training sessions, play dates and chemistry hangouts to ensure they were a great fit and comfortable with their human counterparts.”

The world needs less doom scrolling, less fake reality love, less posing, less superficial moments, and less of everything that isn’t dog. Milk-Bone is doing its part by sharing the More Dog philosophy through a comprehensive campaign featuring television, social and streaming advertising along with other relevant integrations to bring the experience to pet parents.

“I couldn’t be prouder of More Dog. The campaign gives Milk-Bone®, a brand that’s been around for over a century, such a fresh point of view,” says Erica Roberts, Chief Creative Officer, BBH USA. “We’re positioning the iconic treats and the dog/human together time they create as the antidote to this crazy overstimulated, overly connected, overly fake world we all live in. Because Milk-Bone® believes life would be simpler and more joyful if we had less of all that BS and More Dog. Hard to argue with that. Unless you’re a cat person.”

Links to the first ad spot across channels can be found below:

To learn more about Milk-Bone® and its variety of pet snacks dogs love, visit

About The J.M. Smucker Company
Each generation of consumers leaves their mark on culture by establishing new expectations for food and the companies that make it. At The J.M. Smucker Company, it is our privilege to be at the heart of this dynamic with a diverse portfolio that appeals to each generation of people and pets and is found in more than 80 percent of U.S. homes and countless restaurants. This includes a mix of iconic brands consumers have always loved such as Folgers®, Jif® Milk-Bone® & Meow Mix® and new favorites like Café Bustelo®, Smucker’s® Uncrustables® and Rachael Ray® Nutrish®. By continuing to immerse ourselves in consumer preferences and acting responsibly, we will continue growing our business and the positive impact we have on society. For more information, please visit

The J.M. Smucker Company is the owner of all trademarks referenced herein, except for Rachael Ray®, a registered trademark of Ray Marks II LLC, which is used under license.