Dog treat company Milk-Bone and peanut butter brand Jif have launched Milk-Bone Soft & Chewy Peanut Buttery Bites, the first dog treat made with real Jif.

A key feature of the new campaign is a short film directed by Emmy and Directors Guild of America award winner Tom Kuntz. The film presents a whimsical world where a model demonstrates a new peanut butter-scented perfume. (According to the brand, the fragrance is not currently available for purchase but may be in the future.)

As the story unfolds, the model realizes the absurdity of the fragrance, throws it against a wall and instead chooses the real Peanut Buttery Bites for herself and the dogs around her.

In addition to the short film, the campaign will include 15- and 30-second advertisements for television and online platforms, as well as influencer partnerships and social media promotions.

A national TV buy expansion is planned for February 2025, coinciding with the product’s availability in major retailers across the country, including Walmart.