STRATEGY | CREATIVE PLATFORM | CAMPAIGN
THE HONEST KITCHEN
© Good Conduct 2025
INSIGHT
In a world that reflects pet parent perfection, The Honest Kitchen embraces the beautiful mess of dog ownership.
STRATEGY
GET: pet parents who stress over making all the right decisions
WHO: are constantly barraged with portrayals of pet parent perfection
TO: trust The Honest Kitchen as the most honest brand in pet food
BY: celebrating the beautiful mess of pet ownership
CREATIVE PLATFORM
FEED THEM
THE BEST.
WHETHER THEY DESERVE IT
OR NOT.
Anyone who is a caring pet parent has an unconditional love for their pets regardless of how they behave. So instead of doing what everyone else does and tell people how perfect their dogs are, we connected with them over how terrible they can be. We created a relatable campaign that broke the mold of traditional pet food advertising, building awareness, trust and YOY growth of The Honest Kitchen’s business.
FULL FUNNEL CAMPAIGN
The campaign was designed to work through the marketing funnel, from brand to product, to sales and sampling events.
TOP OF FUNNEL ASSETS
MODULAR ASSET CREATION
We filmed our hero television campaign in a modular way so each spot could be flipped to make a product first ad for effective middle funnel placements.
LOWER FUNNEL - META
Our brand platform messages translates from full awareness driving messaging to product specific messaging as we get lower in the funnel. This allows for brand consistency regardless of where you interact with the brand in the funnel.
EXPERIENTIAL - TRIAL
By having a consistent brand platform, that allowed us to seamlessly bring the brand to reality through real life experiences with consumers.
RESULTS
The Honest Kitchen saw 21% YoY growth after the campaign ran for 7 months
Performance CTRs and Conversions increased double digits in awareness markets
Opened up new shelf space and retail promotions with major retailers
