The Farmer's Dog $1B Offer Funnel, Ad Creative, Landing Pages & Quiz
Last Updated:
September 2, 2026
First Published:
September 2, 2026
The Farmer's Dog built a $1B DTC dog food empire with one deceptively simple strategy: a quiz funnel. In this episode of The Funnels Show, we take you step by step through their funnel, from ad click to quiz to offer to checkout.
What's covered in this teardown
- The emotional ads and UGC unboxings that hook buyers
- The 50% intro offer (and 60% holiday offer) that boosts conversions
- How "$4/day" price framing beats "$122/month"
- The personalization and zero-party data that fuels retention
- How The Farmer's Dog turns abandoned carts into insights that power their strategy for converting quiz drop-offs into customers
Chapters
- 0:00 Intro
- 1:02 Ads
- 3:02 Landing page
- 10:31 Quiz funnel
- 18:53 Personalized offer and checkout
Want to swipe this funnel for your own brand or clients? Get the full swipe file and Figma funnel breakdown here.
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