This pet food company is putting mini billboards in piles of dog poop

If you're having your breakfast, you may want to look away now. But we have to admit, this new outdoor platform is original. Independent pet food brand JustFoodForDogs is putting "mini billboards" into the piles of the dog poop left on New York City streets. The campaign, conceived by New York agency Walrus, is designed to alert dog owners to the nutritional shortcomings of their current dog food. So, for example, signs left in dry poop will recommend more fiber, while signs left in gigantic poops, aka “two-baggers,” will warn against food that’s hard to digest. There are also different messages designed for loose, discolored and otherwise unhealthy poop. "Most people don’t know that their dog’s diet is lacking, but we realized that there are signs of unhealthy dogs all over the streets of New York City every day in the form of un-collected poop. It felt like a perfect unexpected place to do a little bit of education,” said Deacon Webster, chief creative officer of Walrus, in a statement. Beyond the street piles, JustFoodForDogs is launching a series of traditional outdoor ads across New York City and Brooklyn. Messages on billboards, bus shelters, wallscapes and taxi tops include copy such as: “Our secret ingredient? No secret ingredients,” and “No frills. Unless you count nine years of research as frills.” “This campaign is about letting dog owners know that all fresh dog foods are not the same, as JustFoodForDogs is is the only one that has invested in nine years of research to help create healthy recipes and improve dog’s lives,” added Steve Joyce, CMO of JustFoodForDogs, which is available at over 1000 Petco stores nationwide and has two flagship kitchens in New York.

This pet food company is putting mini billboards in piles of dog poop

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