Momentum Carnivore Nutrition Launches #ShowUsYourEars Summer Dog Treat Campaign

Momentum Carnivore Nutrition, a Wisconsin-based freeze-dried pet treat and chew manufacturer, has launched #ShowUsYourEars, a summer-long user-generated content campaign inviting retailers, pet parents, and industry friends to hold a Momentum Hairy Pig Ear up to their head and share the photo on social media.

The campaign originated not in a boardroom, but out in the field. The Momentum team had been snapping photos of each other giving themselves oversized “pig ears” whenever the opportunity arose – at trade shows, industry events, and any occasion where hairy pig ears happened to be nearby.

It was a natural byproduct of carrying what may be the most photogenic chew in the pet industry. When they looked around, they realized they weren’t alone. Retailers and customers across the country were already doing the same thing. All it needed was a name.

“We take pet health seriously, but we definitely don’t take ourselves too seriously – and this campaign is proof of that,” said Missy Limbeck, Director of Marketing at Momentum Carnivore Nutrition. “This started out of pure boredom and the desire to make each other laugh. We had no idea that retailers and customers across the country were already doing the exact same thing with their Momentum hairy pig ears. We just gave it a name, added a little peer pressure, and here we are. Our enormous hairy ears really do lend themselves to a photo op – you can’t hold one up and not smile.”

The campaign has already gained traction among retailers and industry peers, with participants ranging from independent pet store staff to trade show attendees. Cheryl Larson of Cheryl’s Healthy Pet Market commented on a recent #ShowUsYourEars post: “I can’t tell you how many customers do this in the store!”

Momentum also is hoping the campaign serves a secondary purpose – easing squeamish pet owners into trying something new. Hairy Pig Ears are Momentum’s best-selling SKU, but their size and distinctive coat of hair can give first-timers pause. Getting people to laugh at them – and with them – turns out to be a pretty effective introduction.

“It’s a hilarious way to bring our whole community together – retailers, pet parents, industry friends,” Limbeck added. “The fact that so many people jumped in just goes to show what a genuinely fun industry we all get to work in.”

Momentum Carnivore Nutrition, based in Manitowoc, Wisconsin, manufactures freeze-dried treats and chews made with USA-sourced proteins that help pets thrive. Co-owned by the family behind its manufacturing facility and members of the Packer Mellem Sales team, Momentum combines production expertise with a strong commitment to supporting independent pet retailers and the communities they serve. The company offers a full line of single-ingredient treats, limited-ingredient Training Bites, and natural chews for dogs and cats.