Love is a Four-Legged Word

As pet food brands compete for shelf space and attention, Canidae, launching its new Heartland line at Walmart, is trading a traditional ad for a custom song instead. The brand commissioned GRAMMY-nominated country star Walker Hayes to write an original anthem timed to National Dog Day. "Love is a Four-Legged Word," debuting in time for National Dog Day, Aug. 26, was written around Walker's relationship with his dogs and Canidae's cause-marketing tie-in with the American Red Cross (Canidae gives 1% of every Heartland purchase to Red Cross relief efforts). It's a bet that an emotional, culturally timed moment can cut through in a crowded category.