Maev is launching its ‘A Seat at the Table,’ its first Thanksgiving campaign, on November 10, giving dogs a place at the Thanksgiving table. The whole-ingredient dog food brand anchors it with a limited-edition ‘Harvest Turkey’ recipe and two new shelf-stable ‘Bone Broths.’
The campaign runs across out-of-home placements in Williamsburg and SoHo the week of Nov. 9, creator content from hosting-focused creators and a pop-up at Brodo’s takeaway window in New York on Dec. 13, where guests who buy a Brodo broth get a complimentary Maev Bone Broth for their dogs, so both can share.
Maev shows how holiday campaigns can reflect the growing humanization of pets, with 51% of pet owners planning a special holiday meal or treat for their pets, according to Chewy’s holiday trend report.
Image Credit: Maev
Why This Trend Is Growing
- Pet-inclusive Holidays
- Seasonal celebrations are increasingly extending to companion animals, creating white space for themed products, shared rituals and family-style positioning in pet care.
- Humanized Pet Nutrition
- Whole-ingredient recipes and broth formats reflect rising demand for pet foods that mirror human wellness, premium dining and ingredient transparency expectations.
- Experiential Pet Campaigns
- Pop-ups, creator partnerships and out-of-home placements are turning pet food launches into lifestyle moments that blend commerce, community and emotional engagement.
Industries Being Reshaped
- Pet Food
- Premium, limited-edition meals and functional add-ons offer brands new ways to differentiate through occasion-based nutrition and human-grade associations.
- Retail Marketing
- Holiday-driven activations can connect niche consumer behaviors with localized experiences, creator-led discovery and cross-category sampling models.
- Hospitality
- Restaurants and takeaway concepts are gaining relevance as pet-friendly collaboration platforms that support dual human-and-pet consumption experiences.
