Introducing Wellness Protein Bowls

Colossus has rolled out two new integrated campaigns for Wellness Pet Food, supporting the launch of Wellness Complete Health+ and Wellness Protein Bowls. Titled “Plus Up Every Mouthful” and “A Taste for the Finer Things,” respectively, the work is running nationally across paid and organic social, online video, and digital display.

Wellness Protein Bowls launched exclusively at PetSmart at the end of December 2025 and are now available online and at additional pet specialty and independent retailers across the U.S. and Canada. The creative that supports the launch has been in market since the start of the year and will keep rolling as the brand introduces more dog parents to the product. Wellness Complete Health+ began hitting shelves in April 2026, with creative live on product detail pages at participating retailers and additional rollout planned through the remainder of the year.

Both campaigns are designed to reach high-intent pet parents and premium-minded shoppers, with media running on Meta, TikTok, YouTube, and programmatic display across lifestyle, pet, and retail environments. The work leans on the brand’s consistent visual identity, layered with illustration, paired with messaging that leans on real pet-parent behavior and needs. Complete Health+ is positioned around its inclusion of premium freeze dried protein at a more accessible price point. Protein Bowls are positioned around the combination of shelf stability and high-quality ingredients.

Tying both campaigns together is the idea that Wellness Pet Food is offering dogs a genuine culinary experience, with the kind of quality ingredients and thoughtful preparation usually reserved for premium price tags. The work invites pet parents to treat mealtime as something more considered, without asking them to trade up to a luxury budget to do it.

In a category crowded with brands competing for the attention of increasingly wellness-minded pet owners, the campaigns aim to stand out by speaking directly to the audience, quirks and all.

“We didn’t want to whisper in a crowded category. We wanted to show up with clarity, confidence, and a bit of a wink,” said Christina Van Dyke, director of Creative Services at Wellness Pet Food. “This work leans into real pet-parent behavior, celebrates it, and makes a strong case for why these products belong in their routine.”

Colossus was awarded the Protein Bowls project in October 2025 and the Complete Health+ project in January 2026. Both engagements are project based.

The Complete Health+ campaign includes two static and four animated paid social executions, three static and three animated organic social executions, and three videos at :30, :15, and :06. The Protein Bowls campaign includes 12 sizes of four digital banner executions, four static and two animated paid social executions, two static and four animated organic social executions, one :30 video, one :15 video, and three :06 videos.