In a category filled with perfect pets and pristine imagery, The Honest Kitchen is taking a refreshingly candid approach in its first brand-level campaign from Good Conduct, breaking pet food category norms by acknowledging the less-than-perfect reality of pet ownership.
In “Feed Them The Best, Whether They Deserve It Or Not,” the San Diego-based human-grade pet food brand acknowledges what every pet parent knows but few brands actually admit: our furry friends can be absolute terrors, but we love them anyway. See the spots below.
The campaign features 4 TV spots showing dogs destroying furniture, tracking mud through houses, and generally being their authentic, messy selves—while their humans still provide premium nutrition. This marks The Honest Kitchen’s strategic shift from performance marketing to brand awareness as it expands retail distribution.
Miki Dosen, CMO of The Honest Kitchen, says: “This campaign perfectly captures the pet-parent relationship that many of our customers can relate to,” says “We believe pets deserve the best nutrition regardless of how they behave, and we’re able to show this through very relatable, light-hearted content.”
“Instead of telling people how amazing their pets are, we’re connecting with them over how terrible pets can be—but we love them anyway,” adds Rob Lewis, Co-Founder and Executive Creative Director at Good Conduct.
