The Honest Kitchen announced it is running a citywide campaign during Westminster Kennel Club Dog Show week, which takes place in New York City, featuring 20-foot inflatable dog installations that contrast with traditional show ring aesthetics.
The campaign connects to the brand's Wholemade line, which uses gently dehydrated recipes made with human grade whole food ingredients. The company noted the product line's appearance differs from conventional kibble formulations.
Created with creative agency Good Conduct, the inflatable installations first appeared January 31 on a barge traveling the Hudson and East Rivers near the Javits Center. The installations are now stationed at Plaza33 outside Madison Square Garden, where they will remain through February 3.
"Westminster celebrates dogs bred to meet very specific standards, but our mission has always been bigger than appearances," said Miki Dosen, chief marketing officer at The Honest Kitchen. "This campaign reflects our belief that what matters most is helping dogs thrive and rejecting uniformity, because our differences are what make us special. What's truly best isn't always the most polished or perfect, but what nourishes, supports, and lasts. That's the perspective we're proud to share across the city."
Rob Lewis, co-founder and executive creative director at Good Conduct, added that Westminster represents an enduring idea of "perfection."
"This campaign flips that script by celebrating what doesn't conform and asking people to reconsider how much value we place on appearances, whether we're talking about dogs, food or ourselves," said Lewis.
The 150th Westminster Kennel Club Dog Show will take place at the Javits Center and Madison Square Garden in New York City on January 31 and February 2-3, 2026. The Honest Kitchen campaign will run concurrent with the event through February 3.
