Kibbles 'n Bits launched "Do It for the Bits," a heist-themed campaign featuring a 45-second action film trailer with dogs attempting to obtain the dog food. The campaign draws inspiration from 1990s and early 2000s action movies and includes an updated version of the brand's jingle, which returns for the first time in over 20 years.
- Campaign Name: "Do It for the Bits" features a heist-themed action film trailer with dogs as main characters
- Trailer Details: 45-second film titled "The Heist" uses late 1990s and early 2000s action movie visual style with high-contrast lighting and vibrant colors
- Jingle Return: Updated version of the Kibbles 'n Bits jingle returns for the first time in more than 20 years
- Product Focus: Kibbles 'n Bits combines crunchy kibble with chewy pieces and provides complete, balanced nutrition for dogs
- Campaign Expansion: Trailer is first installment with additional movie parodies and content rolling out across social media and influencer channels
Post Consumer Brands, based in Lakeville, Minnesota, released a short action film trailer starring dogs to launch “Do It for the Bits,” a new campaign for its Kibbles ’n Bits dog food brand.
The 45-second trailer, titled “The Heist,” follows a crew of dogs attempting one final score to obtain Kibbles ’n Bits. According to the company, the trailer draws on the visual style of action movies from the late 1990s and early 2000s, including high-contrast lighting and vibrant color grading, and combines it with elements of the brand’s original commercials.
The trailer also features an updated version of the Kibbles ’n Bits jingle, which returns for the first time in more than 20 years.
Kibbles ’n Bits combines crunchy kibble with chewy pieces in a variety of shapes and flavors and is formulated to provide complete and balanced nutrition, according to the company.
“The idea was to take the way dogs crave Kibbles ’n Bits and treat it the same way characters in a heist movie crave whatever they’re after,” said Joe Christenson, director of marketing at Post Consumer Brands. “We wanted to build that parallel between a dog’s desire and the kind of obsession that drives a high-stakes heist. We leaned into the drama of it all, making sure it felt like a true heist movie, with the tension and cinematic flair you’d expect from the genre.”
Trailer is just the beginning
The trailer is the first installment of the campaign, which will continue with movie parodies and other content featuring dogs across social media and influencer channels. The final spot, which concludes the heist storyline, will be revealed on the Kibbles ’n Bits website.
“At the heart of ‘Do It for the Bits’ is a simple insight: dogs will do just about anything for the bits they love,” said Kathryn Budzien, senior director of creative and studio operations at Post Consumer Brands. “We wanted to take that truth and blow it up into something much bigger than a traditional dog food campaign.
"By putting dogs at the center of the storytelling and giving their obsession the Hollywood treatment, we’re creating a playful world where anything can happen, all in the name of the bits," added Budzien. "And the trailer is just the beginning.”
The trailer is available on the “Do It for the Bits” campaign page.
