Natural Balance has launched a national marketing campaign titled "That's Good Sh*t," framing canine digestive health as a key indicator of pet food performance. The campaign, developed with branding and advertising agency FUNDAY, targets dog owners and is designed to drive awareness of the brand's digestive health-focused recipes.
The campaign includes a money-back guarantee — the "Good Sh*t Guarantee" — under which pet owners who do not see improved digestive results can request a refund. Natural Balance, which has operated in the premium pet nutrition segment for more than 35 years, markets a portfolio of natural dog food recipes formulated with added vitamins and minerals and positioned around digestive support.
"Pet parents are incredibly tuned into their dogs' digestive health because it's one of the most immediate and visible signs that a food is working," said Chelsea Nagaraja, senior brand director for Natural Balance. "With this clever campaign, we wanted to demonstrate that when you feed good food, you get good results. It's bold, it's memorable, and it reflects how real pet parents talk about what really matters when it comes to their dog's health."
The creative platform was developed by FUNDAY, a branding and advertising agency. "Our goal was to break through the polite, overly sanitized conventions of pet food marketing," said Jared Folkmann, chief creative officer at FUNDAY. "We created a platform that's disarming, funny, and honest: when your dog feels good on the inside, you see it on the outside. The campaign isn't about shock value — it taps into a cultural truth to create instant attention and lasting recall."
The campaign is anchored by a 30-second spot titled "Proving Ground," featuring a 6-year-old Australian labradoodle named Quinn. The ad follows a pet owner on a routine walk and dog park visit, building toward the moment that confirms the food is performing as intended. The integrated campaign will run across broadcast, social and digital platforms, with out-of-home placements near pet specialty retail locations.
