Natural Balance Unveils Innovative Marketing Campaign 'That's Good Sh*t' to Promote Pet Nutrition

Natural Balance Launches New Campaign: 'That's Good Sht'

In an exciting development, Natural Balance, a renowned name in premium pet nutrition for over 35 years, has recently launched its new national marketing initiative titled "That's Good Sht." This innovative campaign aims to foster open discussions about a key indicator of canine health—dog poop.

The campaign was designed based on in-depth consumer insights and is being touted as a breakthrough platform, encouraging pet owners to focus on the signs of their dog’s digestion. Recognizing that pet parents pay close attention to their dogs' digestive health, the campaign delivers a bold message: when you provide quality food, you yield quality results.

Campaign Message and Strategy

Creating a humorous yet genuine conversation around what seems to be a taboo topic in the pet food industry, the campaign seeks to engage pet owners directly. Chelsea Nagaraja, the senior brand director for Natural Balance, explains the rationale behind the campaign, stating that pet parents are keenly aware of their dogs’ digestive habits—it's one of the most evident signs that the food is working effectively.

"With this clever campaign, we wanted to demonstrate that when you feed good food, you get good results. It’s bold, memorable, and reflects how real pet parents talk about what truly matters in their dog’s health," Nagaraja elaborates.

Creative Approach

Crafted in collaboration with the branding and advertising agency FUNDAY, the campaign is all about breaking through the conventional and often sanitized language typical of pet food marketing. Jared Folkmann, the Chief Creative Officer at FUNDAY, shares insight into the creative twist: "Our goal was to disrupt the polite conventions of the market. We wanted to produce something funny and heartfelt, presenting the notion that if your dog feels good inside, you will see it manifest outside."

The campaign's cornerstone is a 30-second hero advertisement named "Proving Ground." It follows the delightful rituals of a dog’s daily activities through the eyes of an anxious pet parent waiting to confirm that their dog's digestive health has been positively impacted by their chosen food. In this spot, we meet Quinn, a lively six-year-old Australian Labradoodle, who participates in these heartwarming and relatable moments leading up to the critical outcome.