People say they love dogs for their hearts, but still judge them by how they look. As trendy breeds dominate social feeds, more unconventional looking dogs wait longer for homes. Purina believes all dogs are real cuties, imperfections and all, and deserve to be seen.
THE PURINA BRED DOG SHOW
Purina and the National Humane Society present the Purina Bred Dog Show, a celebration of every kind of beautiful.
Each year, one dog earns Best in Impawfection, gets their face on Purina dog food bags, and receives a year of free Purina food.
After the show, an adoption drive gives every underdog on stage a shot at a forever home.
Stores everywhere begin selling Purina dog food with the new and improved real cuties look.
WALK FUR THE WEIRD
After the Purina Bred Dog Show crowns beauty in all its forms, Walk Fur the Weird carries that celebration into communities nationwide. Shelters and dog owners bring their most uniquely lovable pups to public walks, starting in Central Park, turning city streets into a living showcase of lovable quirks. Every walk creates visibility, conversation, and new chances for adoption.
COMMAND A CUTIE
This interactive out-of-home experience lets passersby take the reins and “train” a delightfully unconventional dog using different commands. Each command unlocks a moment of playful charm, showing that real cuties shine in every form.
COUNTING CUTIES
This billboard highlights the scale of need and hope for shelter dogs in 2025. Passersby can see in real time how many dogs are currently in shelters versus how many have found their forever homes, celebrating every adoption while shining a light on those still waiting for a family.
THE PAWFECT FIT
Purina travels the country to show that real cuties comes in all forms, and all breeds.
At each stop, we partner with local shelters to meet dogs who don’t always get noticed. The ones who are a little different. A little older. A little imperfect.
We learn their stories, find the people who see their beauty, and bring them together.
THE PURINA X PEGGY PROJECT
Purina is partnering with @peggythehairlesspug as our perfectly-imperfect pup ambassador.
She’ll join us at events, film the chaos and cuteness, and help shine a spotlight on the underdogs who deserve to be seen.
Locals will also begin to see Peggy on the streets, approaching similarly strange looking dogs and giving small street interviews.
UGLY DOGS
Purina will collaborate with Bark Box and Ugly Dolls to allow owners to upload photos of their more than quirky pets when ordering a bag of Purina dog food.
Bark Box will then send them an additional Ugly Doll chew toy that reflects the best features of their furry friend.