‘Who’s a Good Employee?’ Pet Food Brands Are Giving Dogs Jobs

Our world today is pet-obsessed, and dogs have become more than just companions; some of them are now our coworkers. Pet food brands are capitalizing on this relationship with pets by “hiring” dogs as brand ambassadors, product testers, and even mock executives to help them connect with consumers.  

The idea is a playful way to introduce a serious marketing strategy involving dogs in the business that can build authenticity, trust, and an emotional connection with consumers. Companies like Oh! Norman, Cesar, and BARK are leading the way in bringing dogs into the workplace, as true contributors to the brand, not just as mascots. 

From Mascots to Marketers 

Oh Norman! is a premium pet lifestyle brand founded by actress Kaley Cuoco, named after her own dog, Norman. At Oh! Norman, dogs are more than an inspiration; they're part of the creative and quality control process. They test products, such as toys, treats, and grooming tools, for usability and appeal.  

Cesar, a Mars Petcare brand famous for its gourmet wet dog food, made waves when it launched its “Dog Board of Taste” campaign. Pet parents were invited to submit their dogs for a chance to join a panel of canine taste testers. Pups selected were “hired” to try new recipes and provide feedback in the form of tail wags, licks, and empty bowls.   

BARK Inc., the parent company of BarkBox, BARK Bright, BARK Essentials, BARK Eats, and BARK Air, takes this idea of hiring dogs to a whole new level. Dogs are an essential part of the daily operations at BARK offices. Employees regularly bring their pets to work, where they serve as live testers for toys, treats, and new product ideas. There are even some dogs who hold playful titles like “Chief Barketing Officer” or “Head of Play.” On the BARK Air website, frequently asked questions are answered in the voice of Amelia, the airline’s “CFO (Canine Flying Officer).” 

Working Like a Dog 

Although it may sound humorous, hiring dogs is a smart move in a market where authenticity and emotional connection drive consumer loyalty. Pet parents want to know that the products they buy are not only safe and nutritious but also loved by real dogs.  

In recent years, many pet food companies have embraced pet-friendly workplace policies, allowing employees to bring their own dogs to the office or even designating “office dogs” whose job is to test new treats, model for marketing campaigns, and provide daily joy to staff. These canine “employees” often have their own unofficial titles such as “Chief Tasting Officer” or “Pawduct Tester.” 

By having dogs on-site, brands can gather immediate, authentic feedback about taste, texture, and palatability, while also creating a workplace culture that reflects their core values. Beyond product development, the presence of dogs fosters team bonding, reduces stress, and keeps the company deeply connected to the end consumer: the pets themselves. In an article in the Harvard Business Review, researchers found many employee benefits of having pets at work, including using pet-friendly offices as a recruitment and retention tool and sparking collaboration, as one example. The article even provides a roadmap for creating a pet friendly workplace. 

Now Hiring 

In an era when consumers increasingly value transparency and emotional resonance, the sight of happy, well-fed dogs genuinely enjoying a brand’s products sends a powerful message. It reinforces that the company’s mission goes beyond profit to truly improve the lives of pets. Ultimately, these companies understand that when it comes to pet food, the most effective endorsements don’t come from influencers, but from the wagging tails and eager eyes of dogs themselves. 

At BSM Partners, our experts can help you develop and market products that pets love and that pet parents trust. We can support your brand from initial idea to finished product by creating products that meet the needs of our four-legged friends and delight them at the same time. 

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About the Author

Bill Bouldin is a Product Innovation Manager at BSM Partners. He has experience in product development and quality in pet and human food. Bill enjoys woodworking in his spare time.