Less Catwalk and More Dog Walk in Campaign and Collab for Dogs and Owners with Only NY and Milk Bone

Just in time for National Dog Day on August 26, Milk Bone is launching a collaboration with streetwear brand Only NY, bringing to life their 'More Dog' philosophy in a stylish and culturally resonant way: with a one-of-a-kind and limited fashion collab for dogs and their owners.

The campaign includes a limited run of clothing and accessories for purchase from Only NY, in addition to a video lookbook, social ads running across online environments, and influencer partnerships featuring notable dog-loving celebrities including Nina Dobrev.

“This collaboration between Milk-Bone and Only NY combines two of my favorite things: dogs and fashion. When I first rescued Maverick, Milk-Bone was my go-to treat to train her, so when they reached out about this partnership, it was a no-brainer! Maverick and I are obsessed with the new line – I love the matching leash and collar and the t-shirt is so comfortable. We feel ready to take on our walks in the city or hikes out in the country,” said Nina Dobrev.

Beyond its stylish appeal, this collaboration also carries a meaningful impact, with a portion of the proceeds from the collection dedicated to supporting the Canine Assistants program, contributing to a cause that supports dogs in assisting individuals in need.

This is the latest iteration of Milk-Bone's 'More Dog' campaign by PSOne, the bespoke agency solution for The J.M. Smucker Co., creatively led by BBH USA.

“We couldn’t be more excited about this surprising collaboration between two iconic brands – Milk-Bone and Only NY to celebrate More Dog all the time, everywhere, even on the cat walk,” said Jasen Cusick, Director of Dog Treats for the J.M. Smucker Company. “Now, just in time for National Dog Day, dog lovers across the country will be able to spoil their dogs while giving back, with your support helping Milk-Bone and Only NY’s support of Canine Assistants.”

“Milk-bone believes the world needs ‘More Dog,’ including the fashion world. We couldn’t be more excited about our dog-forward collab with preeminent streetwear brand Only NY,” said Erica Roberts, CCO, BBH USA. “Who doesn’t need matching all-weather gear with their dog and designer poop bags. C’mon.”