Social media is overflowing with proof that we’d do anything for our pets. But the real question is, can we? Despite the deep love pet owners have for their pets, veterinary costs have surged 60% over the last decade (Financial Times, ‘25), leaving nearly half of pet owners to delay or forgo critical treatments due to cost (TotalVet, ‘24). While 63% of pet owners cite unexpected vet bills as their number one source of debt (U.S. News, ‘24), NAPHIA estimates only 3.5% of U.S. pets have pet insurance—a simple way to help pet owners afford the best care when their dogs and cats need it most.
So in a category where social media investment is traditionally low, Pumpkin set out to spark a positive conversation around the benefits of pet insurance—without fear-based messaging or scare tactics often used by our competitors. Instead, we wanted to take an unexpected approach: celebrate the joy pets bring to our lives and frame pet insurance as the best way to say ‘thank you’ in return.
Insights that inspired us:
Strategy:
Let’s say ‘thank you’ to our pets for all that they do—by committing to care for them as much as they care for us.
Idea:
What better way to say 'thank you' than by giving pets their ultimate playday? Best Day Ever brought this idea to life, turning pure pet joy into unforgettable moments made possible by Pumpkin Pet Insurance.
Creative Execution:
Pumpkin partnered with Moxie and Blitz Creative to create a heartwarming, shareable campaign featuring two beloved petfluencers, @catnamedsquirrel and @graciethedoodle, living their Best Day Ever, which we captured on camera for broadcast and social ads. Squirrel, a Siberian cat living in sunny LA, explored a winter wonderland complete with the igloo of his dreams. Gracie, a stylish labradoodle, strutted down a runway in front of an adoring crowd.
To build anticipation, these petfluencers shared behind-the-scenes Reels from their special days, while two additional petfluencers, @zozo_thedoxie and @nala.meetsworld, posted supporting social content highlighting their own Best Days Ever made possible by Pumpkin Pet Insurance.
The campaign seamlessly integrated social media, broadcast ads, and influencer storytelling to showcase the joy of pet ownership, while reinforcing the often-overlooked value of pet insurance.
Key Takeaway:
Our pets make every day better for us. With Pumpkin Pet Insurance, we can return the favor—ensuring they always get the best care possible, so they can enjoy more Best Days Ever.
While our previous advertising efforts included broadcast, the Best Day Ever campaign was Pumpkin’s first time incorporating influencers within TV creative and activating sponsored influencer content. We sought to exceed previous broadcast performance benchmarks—and achieved this goal—while setting our own benchmarks for future influencer program iteration.
