Hill’s Pet Nutrition’s 2025 “Pet Confessions” campaign, in partnership with Trusted Media Brands (The Pet Collective and People Are Awesome) and Burson, highlights the emotional journey of being a pet parent: the ups, downs, and everything in between. Rooted in a creator-led video series, “Pet Confessions” taps into moments of pet parent guilt, showing that while owners may feel they’re not doing enough, their pets are simply happy to be by their side. Each video transforms guilt into joy, celebrating the love, quality time, and health that Hill’s Pet Nutrition provides.
The campaign expanded across social, streaming, and digital platforms, incorporating shoppable functionality through high-impact media to drive engagement and conversions. By showcasing heartwarming stories of pet parents sharing their guilt and creating special moments: walks on the beach, agility courses and a birthday with their pets, the series reminded audiences that pets thrive with love, shared memories, and a delicious bowl of Hill’s Science Diet.
The goal was to educate Millennial, Gen Z, and Hispanic/diverse pet owners on the benefits of Hill’s Pet Nutrition while driving awareness, consideration, and purchase intent at scale. By feeding their pets Hill’s products, owners could ensure proper nutrition, promote health and longevity, and reclaim quality time with their furry companions. “Pet Confessions” reinforced that pets don’t see the guilt. They see the love (and the great food).
The Pet Confessions campaign was inspired by the universal feeling of “pet parent guilt,” aligning with Hill’s Pet Nutrition 2025 messaging strategy focused on the human-pet connection and longevity. We developed the campaign as a creator-led video series that transformed guilt into joy, celebrating the love and health Hill’s Science Diet provides. Creators were selected to connect with Hill’s target audience, sharing their unique “Pet Confessions” and resolutions, such as spa days or adventures with their pets.
We created a multi-format campaign spanning social, streaming, and digital platforms, incorporating shoppable functionality to drive engagement and conversions. Creators answered fun, pet-specific questions to develop personalized “pet personas,” which were used to craft surprise love letters from pets to their owners. This approach ensured the content was engaging, heartfelt, and unique to each creator.
Standout features of the campaign included the creation of pet personas, the emotional storytelling that highlighted pet parent guilt, and the shoppable functionality that allowed viewers to take action. The campaign’s organic creator reactions made it highly relatable and impactful.
Finding creators and pets that felt like a natural fit for Hill’s called for an elevated approach to ensure brand alignment. We met this challenge by meeting with creators individually to uncover their unique stories, ensuring authenticity and alignment with Hill’s brand.
"Pet Confessions" stood out by tapping into a universal emotion—pet parent guilt—while offering personalized, heartwarming content. The combination of emotional storytelling, pet personas, and shoppable functionality created a relatable and actionable experience for pet parents.
The videos were distributed across social, digital, streaming and Pinterest outperforming all benchmarks across the board. Highlights are below:
Dylan + Artemis
Nick + Bentley, Beau
Additionally, we partnered with Nielsen Study which further solidified the success of the campaign with the following:
