Beyond basic needs: new campaign from Rover highlights care that “gets your pet”
Developed in partnership with Orchard Creative and Rabbits Black, “We Get Your Pet” is now running on digital, social and connected TV platforms
Seattle, WA – August 10, 2026 – Rover, the world’s largest online marketplace for pet care, launched the newest iteration of “We Get Your Pet“. In nine new ad spots, Rover leans into the most essential value they bring to pet care: deeply personalized and individual care. The creative campaign goes beyond convenience and efficiency, honoring the rich inner lives of pets while emphasizing that good pet care starts with an understanding of what makes every pet uniquely themselves.
“When we pause to respect the inner worlds of our pets, we realize their choices are never random,” said Philip Tedeschi, professor and researcher on the human-animal bond and member of Rover’s Pet People Panel. “Choosing a worn-out slipper over a brand-new toy is often evidence of nostalgia, attachment and a deep need for familiarity and relationship. Pet parents understand their pet’s love language, but they worry someone else may not. This new campaign celebrates the idea that sitters and walkers on Rover know and love your pet the same way that you do.”
Developed in partnership with strategic creative agency Orchard Creative and production company Rabbits Black, the campaign features pets being unapologetically themselves. Rover’s new ad spots showcase the magic that happens when a pet has a sitter who truly understands them and their needs.
“This industry has largely competed on speed and convenience: making it easier to find more sitters,” said Ashton Doyle, Senior Director of Brand Marketing at Rover. “But for pet parents, finding care isn’t the issue. Finding the right care is. And the right care isn’t just someone who shows up, it’s someone who takes the time to learn the unique things that make your pet who they are. That’s the understanding that we set out to demonstrate with We Get Your Pet.”
According to a new Rover survey of 1,000 U.S. pet parents*, more than half (57%) covet their pets’ favorite things, finding their attachments endearing. Two-thirds (68%) of pets’ favorite playthings are “visually comical” (like slobbery, headless plushies or tattered blankets) and when it comes to walks, routine rules the outdoors for nearly half (41%) of dogs, who insist on visiting a non-negotiable stop every single time.
Rover’s data underscores that every pet is a complex individual. By celebrating these idiosyncrasies – from separation anxiety and velcro attachments to mid-walk zoomies – “We Get Your Pet” highlights that quality care is not about efficiency, but about tailoring the experience to every pet. It is this understanding that empowers sitters and walkers on Rover to deliver the personalized, loving care that pet parents value above all else.
“Every pet has that one weird, hyper-specific thing that’s sacred to them,” said Dan Kenneally, ECD at Orchard. “This simple insight ladders up to a meaningful role for Rover sitters and walkers: they not only understand your pet’s smallest, most specific needs, but they also get the emotional stuff, too. It’s the expression of the Rover platform, and a great example of our creative and strategy teams at Orchard working in lockstep to uncover a big, simple idea together.”
The campaign debuted nationally this week and will air across YouTube, OTT and social media. To see the new creative campaign, visit Rover’s YouTube channel. Campaign and creative credits are available upon request.
About Rover
Rover Group, Inc. is the world’s largest online marketplace for personalized pet care. The mission is simple: make it possible for everyone to experience the unconditional love of a pet. Pets and their people are at the heart of every Rover Group brand, which includes Rover, Meowtel, Mad Paws, and Cat in a Flat. These marketplaces connect pet parents with trusted pet care providers in 18 countries across the U.S., Canada, Europe, and Australia. Pet parents can discover and book overnight, daytime, and training services, all tailored to their pets’ unique needs. To learn more about Rover Group, please visit www.rover.com/about-us
Rover Press Contact:
Kristin Sandberg
pr@rover.com
360-510-6365
About Orchard Creative
Orchard is a fully independent, strategically led creative agency. Based in New York, the agency builds all of its work via a team of strategists and creatives, working in partnership from the conception of a campaign until its release. This model has delivered deeply impactful work for clients like Etsy, FanDuel Casino, Miracle-Gro, Rover, Quilted Northern, and others. Orchard’s work has been honored by the Cannes Lions, Effies, and One Show, and the agency has been named multiple times to the Ad Age A-List, as well as shortlisted as Agency of the Year by Campaign and Adweek.
Orchard Press Contact:
Mat Newman
mnewman@ravenpublicrelations.com
About Rabbits Black
Rabbits Black, LLC is a Los Angeles-based media and entertainment company offering film, commercial production, music, and strategic film investment under one roof. Its commercial production offering is run by Ryan Hawkins and Mike Bergin, Co-Executive Producers, who oversee end-to-end creative development, production, and post for brand and agency campaigns, with recent work for Nike, EA Sports, Wilson, Monster Energy, and Sorel. Rabbits Black has also financed and produced more than 20 feature films, produces live experiences and concert series across the US and internationally, and backs opportunities across entertainment, tech, hospitality, sports, and consumer brands. Visit www.rabbitsblack.com for more information.
For press inquiries, please contact Ashley McKim at Ashley@rabbitsblack.com.