Natural Balance is going where most pet brands politely refuse to go. With its new campaign, That’s Good Sh*t, created in partnership with FUNDAY, the limited ingredient pet food brand leans into one of the most honest and oddly universal rituals of pet ownership: watching your dog do its business and judging the results like it is a full-blown health report.
It is a move that cuts straight through a category crowded with glossy fur shots and slow-motion kibble pours.
Instead, Natural Balance reframes digestive health as the most visible, undeniable proof point of quality nutrition. Because, as any dog owner knows, what comes out tells you everything about what went in.
The 30-second hero spot, Proving Ground, follows Quinn, a six-year-old Australian labradoodle, through a routine walk that feels less like exercise and more like a moment of truth. Every pause, every glance, builds toward the outcome. When it finally arrives, the relief is real. The product worked. Case closed. Watch below:
“We wanted to tap into a very specific, relatable anxiety,” said Jared Folkmann, Chief Creative Officer at FUNDAY. “For many pet parents, a walk doubles as quality control. By leaning into a double entendre, we’re able to talk about ingredient integrity and visible results in the same breath. It’s a promise: put high-quality in, get high-quality out.”
The campaign rolls out across broadcast, social, and digital channels, with targeted out-of-home placements near pet specialty stores designed to drive traffic where purchase decisions are made.
It is bold, a little irreverent, and refreshingly honest.
“Pet parents pay close attention to their dogs’ digestion. It’s one of the easiest ways to tell if a food is actually doing its job,” said Chelsea Nagaraja, senior brand director for Natural Balance. “With this campaign, we wanted to show that when you feed your dog quality food, you see the difference. It reflects the way real dog owners talk about what matters most.”
At its core, That’s Good Sh*t turns a whispered truth into a brand platform. And in doing so, Natural Balance makes one thing very clear. In a category built on perception, they are betting on proof.
The creative from FUNDAY is well, Good Sh*t.
CREDITS:
BRAND: Natural Balance
AGENCY: FUNDAY
- Founders: Jared Folkmann & Alex Baghdjian
- Chief Creative Officer: Jared Folkmann
- Executive Creative Director: Kathryn Whiteside
- Creative Director/Copywriter: Stefan Smith
- Associate Creative Director (Art): Chris Oates
- Senior Art Director: Taylor Lumley
- Senior Copywriter: Samantha Angus
- Graphic Designer: Carine Ayvazian
- Dog Talent: Quinn
- Animator: Levon Baghdasaryan
- Strategy Director: Kelsey Chudiak
- Senior Engagement Manager: Caitlin Snowdon
- Producer: Melania Melikian
PRODUCTION COMPANY: Kaboom!
- Directors: Matt Uhry
- Director of Photography: Matt Uhry
- Head of Production: Steven Sills
EDIT: FUNDAY
- Editor: Vadim Minasyan
- Producer: Melania Melikian
- Production Lead: Harry Zakaryan
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