Purina and Collective Digital Studio (CDS) recently teamed up to re-launch a YouTube channel called Petcentric, and one of the channel’s flagship web series features a new addition to the CDS roster. Sam Pepper and his dog Sir Chinston Pugsworth II are the stars of Text from Dog, which is one of three series on Petcentric.

Text from Dog makes use of Pepper’s large social media following. In addition to the bouffant-haired Brit’s 1.1 million+ Twitter followers and his 800,000 Instagram followers, Sir Chinston has 84,000 Instagram followers of his own. The  new series follows Pepper’s relationship with his Internet-savvy pug. For instance, in the debut episode, a barrage of texts from Sir Chinston interrupts Pepper’s date with Olga Kay. Here’s the latest installment:

Petcentric is part of Purina’s plan to build up its brand presence on YouTube. With CDS’ help, Petcentric has evolved from a collection of cute animal videos to a compendium of high-quality web series that also happen to feature cute animals. In addition to Text With Dog, there is also Pet Magic, in which magician Jose Ahonen uses animals as his personal assistants, and Rescue Cam, a series about sheltered animals that will draw its content from Facebook.

These new shows join Marking Our Territory, a vlog series. Taken together, Petcentric’s videos will attempt make room for one more channel about cute animals on an Internet filled with channels about cute animals.

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