What moved (Oct '25 – Sep '26)
| Metric | Oct 2025 → Sep 2026 | Change |
|---|---|---|
| Awareness | 78% → 81% | +3pp |
| Consideration | 50% → 56% | +6pp |
| Claimed Usage | 32% → 39% | +7pp |
| Preference | 27% → 34% | +7pp |
What's behind the growth
Blue Buffalo has backed its brand with more advertising, a major product launch and playful promotions. In June 2025, General Mills CEO Jeff Harmening said the company was increasing investment behind its "ingredient superiority" advertising for Life Protection Formula and Wilderness, and in July 2025 the brand named actor Taylor Lautner as a Wilderness ambassador. In October 2025, General Mills announced the nationwide launch of Love Made Fresh, a fresh dog food line. It came with an "It's Love. Made Fresh." campaign from agency Curiosity, whose first spot, "Big Ones", debuted on linear TV in October 2025. In March 2026, a Dog Tax Credit promotion invited owners to enter their dog as a "dog-pendent" for a chance to win a $1,000 credit toward Love Made Fresh products. In July 2026, MediaPost reported that Blue Buffalo had launched a five-hour fireworks video for dogs on YouTube, tied to America's 250th birthday.
