Retail / news
Spot & Tango Commits $3.5M to Brand Marketing After a Year of Zero Top-of-Funnel Spend
The subscription pet food brand is putting $3.5 million into top-of-funnel marketing this year across out-of-home, connected TV and events, a sharp change from last year when it spent effectively nothing in that area.
The centerpiece of the push is a New York City subway campaign built on the message "Extend your dog's life." Illustrations of exaggeratedly long dogs have gone up in more than 570 subway cars, accompanied by the line "More nutrition. More dog." The creative was developed with the agency Day Job and references the brand's ingredient proposition.
Beyond transit advertising, the $3.5 million covers connected TV and event marketing. Spot & Tango says it will keep funding bottom-of-funnel activity on Meta, Google and TikTok alongside the new upper-funnel work.
Founded in 2018, the digitally native company sells fresh food and treats and runs largely on a subscription model. Co-founder Dylan Munro described the team's background as one rooted in performance marketing, where spending is tracked closely against the revenue it generates.
Munro said that performance discipline remains valuable but that a growing business eventually needs to reach consumers more broadly through education-led marketing, which is where the new investment comes in.