May 4, 2023

Nulo Launches ‘Fuel Incredible’ Campaign to Inspire Everyday Pet Parents

Nulo has announced its latest campaign, “Fuel Incredible.” Building on the fast-growing brand’s years of working with well-known athletes and their pets, the campaign premise is that all dogs and cats are incredible and all their stories deserve to be told.

The centerpiece of the campaign will be a national commercial featuring one of the greatest athletes of all time and her everyday moments with two Nulo-fueled pups. Other stories include a mixed breed marvel named Blaze, returned twice to the shelter before finding his calling as an avalanche rescue dog in the mountains of Sun Valley and Ollie, the therapy cat that’s helping a former “Fittest American Woman” get back in the game. The campaign will showcase some of the many organizations supported by Nulo, along with pets whose stories simply deserve a larger platform.

“I’m excited about this campaign because it reminds us that all pets are uniquely special,” said Nulo Founder Michael Landa. “My two Labradors Max & Yogi are not going to win the Iditarod anytime soon, but in my eyes, they are nothing short of incredible.”

Max & Yogi’s specialty? They run down the driveway on command, working together to bring back Landa’s Amazon packages – gently – straight to their dad.

For several years, the Nulo brand has attracted the attention of athletes across the nation including Nulo investor Michael Phelps, professional linebacker Ryan Kerrigan, pro tennis star John Isner and 12-time gold medalist Natalie Coughlin. Much like Landa – a former All-American swimmer himself – these athletes instinctively understand the importance of fueling their bodies with the best available nutrition and are determined to offer the same to their pets.

“Fuel Incredible” will debut on its social media and digital channels beginning in May, supported with video placements and elevated by a global #fuelincredible hashtag to ignite conversations about the incredible things our average cats and dogs do every day. The commercial will air beginning early summer.

Media inquiries can be directed to Kim Angell at

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