Treat the Best to the Best.

Pup-Peroni is serving up a new kind of foodie content—this time, starring real (talking) dogs.

PSOne—the bespoke Publicis Groupe solution for The J.M. Smucker Co., creatively led by BBH USA—is debuting “Treat The Best To The Best,” a new creative platform and 360 campaign for Pup-Peroni® that leans into taste, quality... and just the right amount of drool.

Directed by LJ Johnson of Hungry Man, the spot features four charismatic canine “influencers” parodying the behavior of content creators at trendy restaurants. From dramatic taste tests to over-the-top plating reactions, it’s a clever nod to influencer culture—and a delicious reminder that slow-cooked meaty taste makes Pup-Peroni the ultimate treat.

This marks a new chapter for the brand, which has been delighting dogs and their owners since 1984. With this new creative platform, Pup-Peroni continues to celebrate the unmatched friendship pet owners share with their dogs, while elevating its irresistible, quality-driven positioning. Pup-Peroni Beef Brisket Rounds were named a top dog treat by NBC—and it’s easy to see why. Produced in Spanish Fork, Utah, these soft treats are packed with mouthwatering flavors and irresistible aromas.

As part of a summer-long campaign rollout, the campaign will span linear TV, addressable video, digital, and social media. With bespoke content across TikTok, Meta, Snapchat, Pinterest, Reddit, Amazon, and more, all designed to meet modern pet parents wherever they scroll, shop, or snack.