BARK in the Belly

BARK + Tombras Launch “BARK in the Belly,” Kicking Off a New Dog-Led Platform That Has Shoppers Speaking Woof.

BARK, a leading global brand with a mission to make all dogs happy, is rewriting the rules of dog food — literally in dog. Introducing “BARK in the Belly,” a new consumables line and reimagined premium dog food backed by a promise.

Launching August 26 in celebration of National Dog Day, “BARK in the Belly” is the first product line to emerge from the brand’s new “Co-Owned by Dogs” platform, developed in partnership with Tombras. BARK and Tombras created a playful naming convention built entirely from barks and woofs, with “BARK in the Belly” leading the way. Products – from collagen chews, premium dry food, and toppers, to jerky and biscuits – will extend this dog-first naming system, ensuring the brand’s voice belongs to dogs themselves.

BARK and Tombras collaborated on the bold new packaging design, which features different variations of “WOOF WOOF” dog-speak along with human translations (“that’s dog for…”). The brand is creating a new shared language between people and their pups. The playful, humorous copy has dogs doing all the talking, further cementing BARK’s dog-first and mission-driven ethos to leave no dog hungry, and every belly happy.

Echoing that sentiment, the brand is pledging 100% of profits from its premium dry food, from day one and every day after, to help fight canine hunger across the country. All profits from BARK’s premium dry dog food will go back into providing support and food for dogs in need through the BARK Gives program.

To generate excitement, Tombras created a new ad campaign that quite literally puts dogs in charge. A :15 spot, “Epic Reveal” will run on CTV and across social channels. There will also be OOH and wild postings in LA and NY as well as on the LinkNYC digital boards throughout the city.

At the start of the summer, BARK opened applications for a real dog to serve as Chairdog, advising executives by joining quarterly leadership meetings (with a little help from a telepathic dog communicator) to offer real input. This week, BARK has appointed its first Chairdog – Hendrix, a charming and unstoppable four-year-old pup who hails from St. Croix, but now rules the backyard on three legs in Orlando, Florida.

BARK is giving dogs a literal seat at the table and reshaping every decision to reflect the perspective of dogs as co-owners, advisors, and key decision-makers – not just customers.