A variety show, with the main feature being the serialized adventures of the two title characters, the anthropomorphic moose Bullwinkle and flying squirrel Rocky. The main adversaries in most of their adventures are the Russian-like spies Boris Badenov and Natasha Fatale. Supporting segments include Dudley Do-Right, Peabody's Improbable History, and Fractured Fairy Tales, among others.

The half-hour The Secret Squirrel Show included three individual cartoon segments: "Secret Squirrel", "Squiddly Diddly" and "Winsome Witch".