Nuts for Mutts on Tik Tok

We’re going nuts for mutts on TikTok

Dewinter has been appointed by Duerrs to deliver a TikTok-first social campaign for its fast-growing dog treat brand, Peamutt Butter, bringing a bold, fresh approach to one of the UK’s most engaged consumer groups: dog owners.

Known for top-notch jams and marmalades, Duerrs has been spreading a bit of sunshine on our toast for generations. Now it’s time to treat the rest of the furry family! The campaign will focus on driving awareness, engagement, and sales for Duerrs’ Peamutt brand, a peanut butter for dogs, supporting both direct-to-consumer growth and retail expansion of Peamutt Squeezy, including its presence in Pets at Home stores nationwide.

A Brand Ready to Scale

Peamutt Butter has built a loyal following among dog owners with its focus on health, happiness, and high-quality ingredients. With ambitions to accelerate growth, expand its community, and secure greater retail visibility, the brand identified TikTok as a critical – yet untapped – channel.

Unlocking TikTok Potential

While Peamutt had a strong product and clearly defined audience, it had yet to capitalise on TikTok’s powerful discovery engine. In a category driven by highly shareable, entertaining pet content, this represented a significant missed opportunity for reach and revenue.

At the same time, the brand required strategic support around a key retail moment: driving visibility and demand for Peamutt Squeezy within Pets at Home, strengthening both sales performance and retailer relationships.

A Familiar Challenge in a New Category

While this marks Dewinter’s first dedicated pet marketing campaign, the challenge itself is nothing new.

Because whether you’re selling to dog owners, heath care professionals, or logistics leaders – the question is always the same:

Who is your audience on this platform, and how do you truly connect with them?

A TikTok-First Strategy for Growth

Dewinter has developed a comprehensive social strategy designed to deliver both engagement and commercial impact. Key elements include:

– TikTok launch
A bold entry into TikTok, built for discovery, shareability, and rapid audience growth.

– Campaign-led content
A dedicated Peamutt Squeezy campaign, showcasing the product through fun, relatable, and highly engaging dog-owner USG content.

– Multi-platform efficiency
High-performing short-form video designed to work seamlessly across TikTok and Meta, maximising reach without increasing production demands.

– Community-driven approach
Collaboration with creators and user-generated content to build authenticity and tap into passionate dog-loving communities.

– Full social strategy upgrade
A broader review of Peamutt’s social ecosystem, including recommendations across organic, paid, and growth channels.

Kate Cox, MD of dewinter: “We are all dog owners and this is a dream client, as we can bring our dogs to work every day. Tik Tok has the capacity for phenomenal brand growth and this brand activation campaign is paw-fect for this platform (sorry, couldn’t resist!)”