Steve Red
Philadelphia, United States
TitleIs That My Dinner
Agency
Campaign Is That My Dinner
Advertiser The Honest Kitchen
Brand The Honest Kitchen
Date of First Broadcast/Publication 2015 / 11
Business Sector Pet Food, Pet Care Products & Services
Story To showcase The Honest Kitchen’s product and to communicate the benefits of feeding pets healthy grade food, “Is That My Dinner?” taps into the one thing we all know our dogs love – smelling. In partnership with illustrator Annie Davidson, who co-designed and executed the artwork, “Is That My Dinner?” is a story about a hopeful puppy, scratching and sniffing his way through a holiday party in search of a proper holiday meal. Throughout the book, the readers/smellers are taken through a selection of scratch & sniff scents including pumpkin and peppermint.
 
 
“We thought it would be super fun to really think outside of the box and create a slightly retro holiday campaign that would showcase our recipes in a unique way,” said The Honest Kitchen chief executive officer Lucy Postins. “We wanted to highlight the difference between our human grade whole foods for pets and conventional kibble and cans, which most dogs and cats eat. RTO+P has done an incredible job devising the idea of a scratch & sniff book, and we’re excited to show it off as we get closer and closer to extra treat season.”
 
A perfect stocking stuffer for the holidays, each copy of “Is That My Dinner?” will be available nationwide at retail stores and will contain samples of The Honest Kitchen’s “Embark” and “Love” products as part of the bundle.  RTO+P has also created a new website (www.IsThatMyDinner.com), featuring coupons redeemable in-stores and will handle the social media on Facebook and Twitter.  
 
 
“The Honest Kitchen has been a perfect partner throughout this creative process, even helping out with getting our smells right,” said Steve Red, president and chief creative officer at RTO+P. “That’s what we love about THK – they’re not afraid to take risks and like us, they really, really love dogs.”
Media Type Magazine Custom Publishing
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