Pet Health Campaign

Virbac had the credentials, the trust, and the science. What it lacked was a reason for pet parents to care about dental chews. Canine oral health rarely stops a scroll. Bad breath does. So we created Mr. Squeakems, a squeaky dog toy with strong opinions and zero filter. His mission was simple: call out the problem pet parents could not ignore and push them to do something about it. As the face of Virbac's first direct-to-consumer campaign, Mr. Squeakems brought humor, honesty, and just enough weirdness to stand out. With sharp targeting and media that punched above its weight, VEGGIEDENT® FR3SH® flew off shelves, driving an 85 percent sales lift in two months and reaching 4.2 million dog owners. Five VETTY awards later, Mr. Squeakems proved that sometimes the best way to sell dental chews is to let a squeaky toy speak its mind.