Pup-Peroni is launching the latest iteration of its 'Be Your Best Friend’s Best Friend' campaign with new work from Publicis Groupe’s Power of One solution, PSOne, a bespoke agency for The J.M. Smucker Company, creatively led by BBH USA. 

With newer and younger pet parents entering the dog treat aisle, Pup-Peperoni’s latest spot appeals to the next generation of dog owners with an irreverent, absurd storyline that demonstrates the lengths that humans will go to for a dog's attention, with the help of Pup-Peroni treats. The new work, entitled 'Amnesia' is directed by prolific director Harold Einstein. It airs across TV, online video, and social platforms starting today, Monday, May 22, and showcases how Pup-Peroni celebrates the special one-of-a-kind connection pet owners share with their four-legged best friends.

“All pet owners like to think their dog is loyal to them – but we know loyalty really lies with whoever is offering them the tastiest treat,” said Erica Roberts, chief creative officer, BBH USA. “Our latest work pushes the ‘Be Your Best Friend’s Best Friend’ platform into comedic absurdity with an unlikely hero – a man with amnesia remembering how to win back his dog’s affection with Pup-Peroni.”

“Remaining top of mind with today’s dog owners is paramount,” said Christine Hoffman, senior director, integrated consumer experience, The J.M. Smucker Co. “Our new campaign reminds pet parents that if they ever feel their dog’s allegiance wavering, all they need to do is open a fresh bag of Pup-Peroni treats and they’ll quickly regain that best friend status – at least by association.”