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travis@goodconductcreative.com
Anyone who is a caring pet parent has an unconditional love for their pets, regardless of how they behave. But instead of doing what every other brand does and tell people how perfect their dogs are through sappy, emotional and heartfelt ads, we connected with consumers over the real truth:
Our little pets can be real bastards sometimes... but we love them anyways.
The video creative leads with 4 relatable, albeit exaggerated, everyday scenarios that dog owners have come to expect from their pets, landing with the turn that even though they may destroy the house, what are we going to do, not feed them the very best? Similar messaging and scenarios were applied to Paid Social and Out of Home as well. Additionally, we shot these in a way where we not only delivered 4 hero brand spots, but edited 4 mid-funnel product spots as well as 8x :15 second cutdowns.
The relatable 360-campaign "Feed Them The Best. Whether They Deserve It or Not." broke the mold of traditional pet food advertising coming to life in TV, Paid Social and Out of Home. The Honest Kitchen, known for its human-grade ingredients, is using this campaign to move beyond performance marketing and focus on building long-term brand awareness as it expands retail reach nationally. After launching in mid-April of 2025, the results of the campaign been overwhelmingly positive with the brand seeing a 23% increase in sales.
