National Dog Day

A Marketer, a Bulldog, and a Call for Responsible Representation

It’s National Dog Day – a time to celebrate our furry companions, share questionable photos of them in costumes, and remind everyone that dogs aren’t just man’s best friend, but often a brand’s best asset too.

As the Director of Sales and Marketing at Paleo Ridge and Founder of Marketing Made Clear, and more importantly, the proud human of Misty – an Old Tyme Bulldog with more character than half the LinkedIn influencers I follow – I thought I’d take this opportunity to talk about the way dogs have been used in marketing… and why the conversation around breed representation needs to evolve.

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Dogs in Marketing: A Well-Trodden Path

Dogs have always been a marketer’s dream. They’re loyal, loveable, and they work for biscuits. From Andrex’s endlessly trotting Labrador puppy to Churchill’s nodding bulldog, our canine pals have long helped brands convey warmth, trust, and relatability.

Dogs represent everything we hope brands can be: dependable, likeable, and non-judgemental. In a world of clickbait and cancel culture, a friendly dog in your campaign can soften even the hardest sell.

But while dogs are often used symbolically, their real-world impact isn’t just metaphorical – especially when it comes to breed choice.

The Rise and Reckoning of Brachycephalic Breeds

In recent years, advertising has fallen under increased scrutiny for its use of brachycephalic breeds – dogs with flat faces like pugs, French bulldogs, boxers, and English bulldogs.

These breeds are undeniably cute.

Their big eyes and squishy faces make them photogenic and emotionally engaging. But behind the camera, many of them suffer from a host of health issues due to extreme breeding practices: breathing difficulties and skin fold infections are particularly highlighted…

As awareness has grown, so has the backlash. The UK’s Advertising Standards Authority (ASA) and various animal welfare organisations have warned against glamorising or normalising unhealthy breeds in advertising. Some brands have pledged not to feature flat-faced dogs at all.

And here’s where it gets tricky – because I’m one of those owners. Misty, my Old Tyme Bulldog, is part of that broad, often misunderstood group.

Don’t Cancel the Bulldog – Champion the Responsible Breeder

There’s a fine line between raising awareness and pushing certain breeds into obscurity. Yes, there are serious welfare concerns with how some brachycephalic dogs are bred. But the answer isn’t to erase them from our screens or our homes. It’s to support better breeding.

Old Tyme Bulldogs, like Misty, are a great example of how responsible breeders have tried to retain the character and charm of the bulldog without the extremity. They tend to have longer snouts, fewer wrinkles, and better overall health than their more exaggerated counterparts. Yes, Misty still snores like a freight train, but she can breathe, run, and live her life without constant vet visits – which is more than I can say for some marketing budgets.

As marketers, we have influence. We help shape public perception. So if we’re going to feature dogs in campaigns, let’s do it responsibly:

  • Choose healthier representatives of the breeds we love.

  • Work with reputable breeders and welfare organisations.

  • Add nuance – not just cuteness – to the way dogs are portrayed.

By showing responsibly bred bulldogs, boxers, mastiffs and other brachycephalic types in a positive light, we can educate audiences and promote better breeding choices – rather than throwing the Frenchie out with the bathwater.

Marketing Should Lead, Not Follow

It’s easy to jump on the next big cause and panic-ban something from your brand guidelines. But good marketing doesn’t just react. It thinks. It balances emotion with ethics, and short-term gains with long-term impact.

Instead of removing bulldogs and pugs from our campaigns entirely, let’s shift the narrative. Let’s show what a healthy, happy version of these breeds looks like. Let’s talk about why breeding standards matter, and why consumers – and marketers – have a role to play.

Misty’s Final Thoughts (Probably About Meat)

If Misty could talk, I imagine she’d say something deeply profound about being loved for who you are, no matter your face shape. And then she’d ask for a treat and a nap.

So today, on National Dog Day, let’s celebrate all dogs – but let’s also use our influence to create a more ethical, informed, and thoughtful marketing landscape. One where the Labrador doesn’t get all the airtime. One where bulldogs are celebrated not for their squashed faces, but for their personalities and resilience. And one where no dog suffers for the sake of a billboard or a viral video.

Happy National Dog Day from me and Misty.

TL;DR:
On National Dog Day, let’s reflect on how dogs are used in marketing – especially brachycephalic breeds like bulldogs and pugs. While there’s growing concern about their health issues, the solution isn’t to erase these breeds from our campaigns. Instead, marketers should promote responsible breeding by showcasing healthier versions of these beloved dogs. With influence comes responsibility – let’s use ours wisely.