In a move that underscores the growing convergence of wellness trends and pet care, top-ranked communications firm 5WPR has been named the agency of record for PetAg®, a legacy brand in pet wellness and nutrition. The partnership is aimed at amplifying PetAg’s voice in a crowded market through a hybrid approach of media outreach, influencer engagement, and event marketing.

Founded in 1930, PetAg is no stranger to innovation—its Esbilac formula was the first commercially available puppy milk replacer. Today, it’s the dominant name in newborn kitten and puppy nutrition and continues to lead with a science-driven portfolio of supplements, grooming solutions, and wellness products.

From Bottle to Brand Voice

5WPR’s new role will include a broad communications strategy to elevate PetAg’s entire product lineup, which ranges from market leaders like KMR® and Dyne® to grooming staples like Fresh 'n Clean®. The agency will focus on securing media coverage, activating pet-centric influencers, and supporting the brand’s presence at major trade events like SUPERZOO.

“Our team is eager to elevate PetAg’s innovative products through comprehensive pet product marketing strategies,” said Leigh Ann Ambrosi, EVP at 5WPR. “This is about more than awareness—it’s about creating long-term emotional connections between pets, their people, and the products that support their health.”

That’s a significant goal in a category that continues to boom. U.S. pet industry expenditures topped $147 billion in 2023, with wellness-focused products accounting for a major share. As pet parents increasingly seek science-backed solutions, brands like PetAg are poised to resonate with a more informed, proactive audience.

Building on Sector Strength

For 5WPR, this isn’t uncharted territory. The agency has built a reputation in the consumer lifestyle and pet care sectors, crafting campaigns that span from traditional PR to digital storytelling. The PetAg account further deepens that expertise and showcases 5W’s ability to position heritage brands within a modern marketing landscape.

Notably, the partnership comes amid a wave of brand reinvention across pet care. Startups are flooding the market with DTC products, while legacy players are investing in holistic wellness and personalized nutrition. PetAg’s long-standing credibility, coupled with fresh communications horsepower, may offer a competitive edge.

The Bigger Picture

This alignment is more than a PR win—it’s a strategic move to future-proof a brand that has served generations of pet owners. As health-conscious trends continue to reshape consumer behavior, pets are increasingly viewed as family—and treated as such. For PetAg, the challenge is no longer about just being trusted; it’s about staying visible, relevant, and top-of-mind.

And with 5WPR behind the messaging wheel, PetAg looks set to not just bark—but lead the pack.

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