Brand Study › Pet brands › Dr. Marty

Dr. Marty Pets

Freeze-dried raw dog and cat food (Nature's Blend, Nature's Feast) plus supplements and treats, sold through TV and Facebook long-form ads fronted by a famous holistic vet.

Pet brandsstudyFit: MediumLive Meta ads: ~140Seen 2026-09-30drmartypets.com ↗

Dr. Marty Pets on a phone, first screen — **First screen** on a phone, as a new visitor sees it (Sep 30, 2026; cookie banner declined)

Dr. Marty Pets homepage, scrolled — **Scroll** — the top of the homepage, pop-ups hidden

Live Meta ads today

~140own page 140 · US, Sep 30

National TV airings

940 airings, 9 creatives, spend rank #578 (per iSpot)⁸2026-08-31 to 2026-09-30

Bags sold (claim)

Reviews (claims)

15,000+ across platforms (May 2025); 'Over 20,000 5-Star Reviews' (homepage 2026); '3,500+ Verified 5-Star Reviews' (TV page)^1,5,142025-05 / 2026-09

Hero product: Dr. Marty Nature's Blend - Essential Wellness (freeze-dried raw dog food)^{1,2,3,5,6,14,23}

Format16 oz bag; '81% REAL premium cuts of meat' (turkey, beef, salmon, duck, organs) + seeds, vegetables, fruit. Fed as a meal, topper or treat.

One-timeRegular $59.95 per bag. TV offer page: 1 bag $30.95 + $4.95 shipping; 3 bags $88.35; 6 bags $170.70 (free shipping) - '54% Off the retail price'.

SubscriptionMonthly auto-ship at the same bundle prices ('You agree to receive Nature's Blend once per month... billed as "Dr. Marty"'). Site shows $30.95 per bag when logged in to a free account ('up to 55% off'). May 2025: 16 oz subscription $29.95/month, 6 oz trial $12.95.

Other offersFree 100% freeze-dried beef liver treats 'While Supplies Last'. 3-bag = 'Most Popular', 6-bag = 'Best Value'. Seasonal 'up to 54% OFF' sale pages (Labor Day, Black Friday, New Year's).

Guarantee90-day 'Your Dog Is Happier Or It's Free' guarantee: send back the unused portion, refund of 100% of the purchase price (not shipping).

OwnerGolden Pet Brands (Los Angeles), 'formerly part of Golden Hippo'. Entered the market in 2017. Over 400 employees.¹²

Face of the brandCreated in partnership with Dr. Marty Goldstein: Cornell DVM, 50+ years in practice, author of two books, subject of the documentary 'The Dog Doc'. Site calls him the 'Miracle Worker' (Forbes) and lists Oprah, Martha Stewart and Good Morning America appearances.^1,12

CelebrityCesar Millan (Dog Whisperer) is 'brand champion' for Dr. Marty Pets.¹²

Sister brands (same model)Badlands Ranch (actress Katherine Heigl) and Ultimate Pet Nutrition (Dr. Gary Richter, DVM; actor Rob Lowe as 'Chief Pet Advocate').¹²

Leadership (Apr 2026)CEO Apu Mody (ex-President, Mars Food Americas), CFO John Meloun, CMO Alex Block, VP Retail Dan Markenson.¹²

ManufacturingOwn plant, Golden Pet Manufacturing, Germantown, Wisconsin (BRC AA+).¹²

Stated content model'The company produces long-form educational content across national television and digital platforms.'¹²

Award'Dog Food Company of the Year', 2025 Pet Innovation Awards.¹³

Their system how they get and keep customers

Ads^{5,6,8,9,10,11,16,17}

Classic direct response: national TV spots and long Facebook videos led by the vet and Cesar Millan, built on fear of common food ingredients and a big discount.

iSpot (31 Aug - 30 Sep 2026): 9 TV creatives, 940 national airings, national spend rank #578. Spot names: 'Is Your Dog Crying for Help?', 'Warning Signs', 'Low Energy: 54% Off', 'Don't Kibble Your Dog', 'It Was Their Food' (Cesar Millan), 'His Own Dogs: Up to 54% Off' (Cesar Millan).
Most spots are 60 seconds. 'Is Your Dog Crying for Help?' first aired 6 Feb 2024; 'His Own Dogs' 15 Jul 2024; 'Don't Kibble Your Dog' 29 Dec 2025.
Each TV spot shows its own vanity URL and phone number (trydrmarty.com, getdrmarty.com, drmarty.com; 800-767-0312) which redirect to campaign-coded pages tagged utm_source=tv - one tracking path per spot.
Facebook: very long videos - Dr. Marty Pets cat ads run 23:53 and 24:30 minutes ('Top Vet Warns: "Never Do This With An Aging Cat"'); dog ads 'Veterinarian Reveals The Secret To A Healthier, Happier Dog'.
Many Facebook ads run from pages named 'Cesar Millan' and 'Cesar Millan for Nature's Blend' ('explains how to understand what your dog is trying to tell you'), not from the brand page.
Hook themes: foods you should NEVER feed, warning signs, 'is your dog crying for help', AVOID / CHOOSE lists (corn, soy, wheat, artificial preservatives, kibble).

Landing pages & funnel^{1,5,6,7,16,17,18}

Ad -> short link -> pre-sell survey or quiz -> long video sales letter (VSL) -> 1/3/6-bag order page with monthly auto-ship. Separate funnel domains per theme.

VSL (text version on their CDN, file dated 230414): about 7,660 words (our count). Order: hook question 'Kibble or Raw Eggs?' -> a saved-dog miracle story -> celebrity patients (Oprah, Martha Stewart, Jerry Seinfeld, John Travolta) -> '3 Dog Health Destroyers' (preservatives, fillers, by-products) -> '3 super nutrients' -> product -> price anchor -> new-customer-only bundles -> guarantee -> scarcity ('will likely sell out again soon').
Pre-sell survey (Cesar Millan Facebook ad -> rebrand.ly -> dogfoodbreakthrough.com): 5 skippable steps - dog age, sex, activity level, why you want Nature's Blend, and 'Convenient Monthly Shipments (Save $1 Per Bag)' vs one-time. The URL marks the next step as the Cesar VSL ('mcvsl').
Quiz ad: 'This 1-minute quiz will transform how you care for your dog's health and lifespan. Get your dog's custom Canine Health Profile' (to DOGFOODREVEALED.COM).
TV landing pages are one-page sales letters: 'How To Tackle Your Dog's Itching, Paw Licking & Mushy Poops With a Simple 3-Minute Change to Their Diet' and 'Why Cesar Millan LOVES Dr. Marty's Nature's Blend'. Blocks: doctor credibility, 6 warning signs, ingredients, taste test ('29 out of 30 dogs chose Nature's Blend' vs Amazon's #1 dry food), 1/3/6-bag prices, reviews, FAQ.
Theme domains seen: dogfoodrevealed.com, dogfoodbreakthrough.com, catfoodrevealed.com, trydrmarty.com, getdrmarty.com; links carry campaign IDs (/cid/701...).
Main site keeps an 'Attention TV Viewers' / 'Get TV Offer' banner so TV viewers who type the brand name still land on the offer.

Offer & subscription^{1,2,3,4,5,6,19}

A permanent ~54% discount off a high anchor price, bag bundles, monthly auto-ship and a named guarantee; supplements sold as continuity plans.

Anchor $59.95 per bag vs offer $30.95 = '54% off', repeated on TV, Facebook, site sales and seasonal pages.
Bundles: 1 / 3 / 6 bags ($30.95 + $4.95 shipping / $88.35 / $170.70); free shipping from 3 bags; free liver treats 'While Supplies Last'.
Member price: the site asks shoppers to 'Create your My Account for exclusive discounts' - the logged-in price is $30.95 vs $59.95 (e.g. ProPower Plus $49.95 vs $69.95).
Monthly auto-ship; TV-page terms say to stop shipments by phone or email.
Supplement continuity (Free & Active hip & joint): 1 / 3 / 6-bottle plans at $31.45 / $89.85 / $173.70, billed about every 30 days, 90-day satisfaction guarantee.
Guarantee has a name: 'Your Dog Is Happier Or It's Free' (90 days, unused portion back, shipping not refunded).

Creators & ambassadors^5,10,12,17

No creator program seen; authority comes from one famous vet plus one celebrity dog expert, repeated across TV, Facebook pages and landing pages.

Dr. Marty Goldstein is the product's author and narrator in the VSL and spots.
Cesar Millan fronts TV spots ('His Own Dogs', 'It Was Their Food') and Facebook pages in his own name.
The parent runs the same model on every brand: a vet or celebrity face per brand (Katherine Heigl, Rob Lowe, Dr. Gary Richter).
Testimonials on landing pages use first name + dog name + age (e.g. a 13-year-old and a 17-year-old dog).

Channels^5,8,15,16,17

National TV + Facebook long-form first, own funnels and site, then independent pet stores.

National linear and streaming TV (iSpot tracks 940 airings in 30 days).
Facebook/Instagram long-form video ads to separate funnel domains.
DTC site with phone ordering and US support line (1-800-670-1839) printed on every page.
Independent pet retail via an IndiePet partnership (Oct 2023) with Nature's Blend, Nature's Feast, Tilly's Treasures and ProPower Plus; local stores now run their own Meta ads for 'Dr. Marty's'.
Cat line (Nature's Feast) has its own VSL funnel (catfoodrevealed.com).

Retention^1,2,18,20

Auto-ship is built into the first order; returning buyers get their own page. Email/SMS not verified.

Survey step pre-sells the monthly plan before the offer ('Convenient Monthly Shipments (Save $1 Per Bag)').
'Shop Dogs' on the homepage goes to a returning-customer page: 'Want More Nature's Blend? We Got You Covered', 'Subscribe Now for Major Discounts'.
Free account unlocks member prices, keeping repeat buyers on the owned site.
Food buyers are cross-sold treats and supplements at member prices (ProPower Plus, Shine & Luster, Free & Active).

All the numbers as reported by each source, with its date — ad counts from Motion are an older snapshot than the live count above

What	Number	Date
National TV airings	940 airings, 9 creatives, spend rank #578 (per iSpot)⁸	2026-08-31 to 2026-09-30
Bags sold (claim)	'Over 3.6 Million Bags Sold Last Year' (TV page, footer (c) 2024)⁵	2024
Reviews (claims)	15,000+ across platforms (May 2025); 'Over 20,000 5-Star Reviews' (homepage 2026); '3,500+ Verified 5-Star Reviews' (TV page)^1,5,14	2025-05 / 2026-09
Discount	54% off a $59.95 anchor (offer $30.95 per bag)^2,5	2026-09-30
VSL length	about 7,660 words (text version, our count)⁷	file dated 2023-04-14
Parent headcount	400+ employees (Golden Pet Brands)¹²	2026-04
BBB	A+, accredited since Mar 2018, 55 closed complaints in 3 years²¹	2026-09-30

What makes them different

Guru-led direct response (the Golden Hippo model): a famous vet + a celebrity, long-form VSLs on TV and Facebook, a villain (kibble ingredients) and a permanent big discount.

Pre-sell micro-survey and quiz before the video, on separate 'revealed' / 'breakthrough' domains, with the subscription choice asked inside the survey.

Per-spot vanity URLs and phone numbers for TV attribution, and campaign-ID links on every funnel.

Discount price hidden behind a free account (email capture) on the main site.

What we could add copy the structure, never their assets or claims

For MIRANEST

Add a long-form expert video (10-20 min) plus a text version for Alopecia X, with a real, documented expert. Structure: real dog story -> what owners usually try -> what we found -> product -> offer -> guarantee. Every claim substantiated; no disease or 'cure' claims.
Add a 4-5 step pre-sell survey before the offer page (dog age, breed, main concern, shipment preference) - no personal data, each step skippable.
Give our 90-day guarantee a name and a one-line promise, and repeat it in ads, landing pages and the cart.
Use a unique vanity URL or code per channel / influencer / creative family so each can be measured (like their per-TV-spot URLs).
Add a returning-customer reorder page linked from emails and the site menu.
Test a free-account 'member price' as an email-capture offer.

For BI-SU

Add a founder/expert long-form explainer video on bird's nest and beauty-from-within, with a text version page.
Add a short pre-sell survey (skin concern, age range, routine, delivery preference) before the offer.
Name the guarantee and repeat it everywhere.
Test a member price behind a free account.

Watch out

Vet critics: SkeptVet (Nov 2019) says the infomercial rests on anecdotes and fear, and disputes the grain, raw-safety and taurine claims. [source 22]
The VSL says common foods 'could lead to sickness, depression, bad digestion, joint pain, or even cancer' - disease-adjacent fear claims we must not copy for a supplement.
TV-page subscription terms: monthly charge 'billed as "Dr. Marty"', stop by phone or email - the kind of auto-renew disclosure that drew a class action against PetLab.
'Up to 54% off' runs all year (TV, Labor Day, Black Friday, New Year's) - reference-price risk.
Review-count claims differ by page (3,500+ / 15,000+ / 20,000+).
The 2023 VSL says an independent manufacturer in Canada makes the food; the 2026 release says their own plant in Wisconsin - production claims go stale.

Where to look

Website ↗Meta Ad Library — Dr. Marty Pets page (live ads) ↗TV landing page (trydrmarty) ↗VSL text version ↗iSpot TV ads ↗Parent company release ↗Facebook page ↗

Open questions not verified yet — for the deep research

Revenue, customer count and subscription share for Dr. Marty Pets or Golden Pet Brands (not published).
Launch year of Dr. Marty Pets (parent entered the market 2017; BBB accredited since 2018; a PetAge page on Golden Hippo's Feb 2020 entry into independent retail returned 403).
What comes after the survey: VSL length on the Cesar funnel, upsells, downsells and order bumps (not clicked through).
The TV offer link carries affId / offId / subId parameters - an affiliate program is possible but not verified.
Email and SMS program, cancel flow on the main site, and churn.
Whether each supplement (Free & Active, ProPower Plus, Shine & Luster) has its own VSL; Free & Active has a continuity terms page.
Scripts of the TV spots (iSpot shows titles, lengths and dates but no transcript).
Partnership terms with Dr. Marty Goldstein and Cesar Millan.
Recall history - not checked against the FDA recall database.
Resolved 2026-09-30: live Meta ads counted directly in the Ad Library (US, active): ~140 — Dr. Marty Pets 140.
How many Dr. Marty ads run from Cesar Millan's own pages (only the Dr. Marty Pets page was counted on 2026-09-30).

Sources · 23

Dr. Marty Pets homepage · seen 2026-09-30
Dr. Marty Pets - all products and prices · seen 2026-09-30
Nature's Blend product page (site TV banner link) · seen 2026-09-30
ProPower Plus product page · seen 2026-09-30
TV landing page trydrmarty.com (itching, paw licking, mushy poops) · seen 2026-09-30 (page footer (c) 2024)
TV landing page getdrmarty.com: Why Cesar Millan LOVES Dr. Marty's Nature's Blend · seen 2026-09-30 (page footer (c) 2024)
Nature's Blend VSL - text version · file name dated 2023-04-14
iSpot: Dr. Marty TV Commercials (brand profile) · data 2026-08-31 to 2026-09-30
iSpot: Dr. Marty Nature's Blend TV Spot, 'Is Your Dog Crying for Help?' · first aired 2024-02-06
iSpot: Dr. Marty Nature's Blend TV Spot, 'His Own Dogs: Up to 54% Off' Featuring Cesar Millan · first aired 2024-07-15
iSpot: Dr. Marty TV Spot, 'Don't Kibble Your Dog' · first aired 2025-12-29
PR Newswire: Golden Pet Brands - Home of Dr. Marty Pets, Badlands Ranch and Ultimate Pet Nutrition - Announces Key Executive Appointments · 2026-04-30
Press release (Yahoo Finance): Dr. Marty Pets named 'Dog Food Company of the Year' at the 2025 Pet Innovation Awards · 2025-08-12
PR Newswire: Dr. Marty Nature's Blend surpasses 15,000 reviews across multiple platforms · 2025-05-22
PR Newswire: Dr. Marty Pets Announces IndiePet Partnership · 2023-10-12
Meta Ad Library search 'dr. marty' (US, active) · seen 2026-09-30
Meta Ad Library exact-phrase search 'Nature's Blend' (US, active) · seen 2026-09-30
Dr. Marty Facebook funnel: 5-step pre-sell survey (from rebrand.ly/MRTYCM) · seen 2026-09-30
Free & Active Monthly Subscription Terms of Use · seen 2026-09-30
Returning-customer page: Want More Nature's Blend? We Got You Covered · seen 2026-09-30
BBB profile: Dr. Marty Pets · seen 2026-09-30
SkeptVet: Dr. Marty Goldstein's Nature's Feast Raw Diet - A Look at the Infomercial · 2019-11-05
Dr. Marty Pets returns / money-back guarantee page · seen 2026-09-30

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Profile researched 2026-09-30 from the brand’s own site and product pages, company filings and press releases, founder/CMO interviews, vendor case studies and trade press — every point links to its source; agency/blog teardowns are marked as weaker; anything unconfirmed is under Open questions. Live ad count: Meta Ad Library, United States, active ads on the brand’s own page(s), counted 2026-09-30. Phone captures: iPhone-size browser, 2026-09-30. Notes: fuma-hk/research/brand-study/drmarty.json