• by Fern Siegel , April 28, 2025

The Honest Kitchen, which specializes in human-grade pet food, has kicked off its latest campaign: “Feed Them the Best.” 

The campaign by Dener-based Good Conduct is the largest ad push in the company's 23-year history.

It also reflects the brand’s growth, which includes recent launch into PetSmarts across the U.S. and Canada, increasing its total retail footprint year-over-year by 16%.

The campaign, which highlights what pets deserve, runs across CTV, STV, YouTube and social.

“Pet parents view their animals as children and will do almost anything for them, regardless of behavior, so instead of trying to tell people how amazing their pets are, let’s connect with them over how terrible they can be — but we love them anyway,” Rob Lewis, Co-Founder and Executive Creative Director at Good Conduct, told Out to Launch.

Miki Dosen, CMO of The Honest Kitchen, added: “We created this campaign to celebrate all of the wild, messy, hilarious moments that make pet parenthood so rewarding — and to remind people that giving our pets the highest quality care, including what we feed them, should be simple, even when life gets complicated.”