This Mental Health Month, the Bone & Biscuit Co. is proving that sometimes the best support system has four legs and a wagging tail. Through its new Paws for a Cause campaign with the Canadian Mental Health Association, the brand is shining a light on the powerful connection between pets and well-being—while rallying communities across Canada to give back. We caught up with Chris Pollock, Manager of Brand Strategy & Marketing, to talk about the “pet effect,” purpose-driven retail, and why a little puppy love might be exactly what we all need right now. —Noa Nichol
Let’s start with the obvious: why do pets just get us in a way no one else can?
There’s something beautifully simple about the way pets show up for us every day, no matter what we’re going through. They’re completely present and offer connection without judgment or expectation. They don’t need explanations – they just sense what we’re feeling and respond with comfort, calm, or energy in their own way. That kind of unconditional love is what makes the bond so powerful.
Was there a specific “aha” moment when you realized the connection between pets and mental health deserved a campaign like Paws for a Cause?
It wasn’t one single moment – it’s something we’ve consistently seen across all of our stores and communities. We hear so many powerful stories from customers about how their pets have supported them through difficult times. The emotion behind those stories – the love, the resilience, even the humour – really stayed with us. It became clear that these experiences deserved to be amplified in a meaningful way, and that we could create something purposeful that also gives back.
If pets could talk, what do you think they’d say to us on our toughest days?
Pets have an incredible way of helping us slow down, breathe, and be present, no matter what’s going on around us. I think they’d remind us that we don’t have to have everything figured out – that it’s okay to just be in the moment. And of course, probably something like, “I’m here for you – now let’s go for a walk or have a cuddle.”
How have you personally seen the “pet effect” play out—whether in your own life or through the Bone & Biscuit community?
We see it every day across our stores. Customers often come in not just to shop, but to connect – whether that’s with our team or simply as part of their routine with their pet. We like to say we’re their pet’s favourite errand. More broadly, pets bring a sense of purpose and routine to people’s lives, and the joy they bring – even in small, everyday moments – can have a big impact.
What is it about the daily routines of pet ownership—walks, feeding, cuddles—that can be so grounding for mental wellness?
Routine plays a huge role in creating stability, and pets naturally help build that into our lives. Whether it’s a daily walk or feeding time, these small, consistent moments give us structure without pressure. They encourage us to pause, connect, and be present – and that can be incredibly grounding for mental wellness.
Paws for a Cause is all about connection—what kind of response have you seen from communities coming together for this initiative?
The response has been incredibly positive and genuine. It’s been amazing to see our franchise partners and their communities rally around the campaign and what it represents. There’s a real sense that people want to be part of something meaningful – something that connects them and gives back.
We love a feel-good story—can you share a moment from this campaign that really stuck with you emotionally?
There isn’t just one moment, it’s the volume of stories that stands out. Hearing how pets have helped people find purpose or navigate major life challenges has been incredibly moving. Those stories are a powerful reminder of why we do what we do.
For someone considering getting a pet for the first time, what should they know about the mental and emotional benefits (and responsibilities)?
Pets absolutely bring comfort, joy, and emotional support – but it’s important to approach that relationship with intention. They rely on us for care, consistency, and companionship, so it’s a real commitment. That said, when you embrace that responsibility, the return is incredibly rewarding.
Retail with purpose is such a growing movement—why was it important for the Bone & Biscuit to step into the mental health space specifically?
As a brand, we’re deeply rooted in our communities – we see ourselves as a neighbourhood pet store. We witness firsthand the role pets play in people’s lives, not just physically but emotionally. Supporting mental wellness felt like a natural extension of who we are and the role we play in those communities.
Finally, if someone wants to support mental wellness this month but isn’t sure where to start—what’s one small, meaningful thing they (and their pet!) can do?
Start simple – take a walk without distractions and spend intentional time connecting with your pet. Check in on someone in your community. Even small moments of presence and connection can have a bigger impact than we often realize.
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