The Honest Kitchen—pioneers of human grade pet food—are on a mission to celebrate the muddy paws and chewed-up couch cushions that make pet parenting gloriously chaotic. Their latest campaign, “Feed Them the Best,” invites pet lovers to share their most hilarious pet disasters in exchange for healthy treats, a chance to win a year’s supply of high-quality food, and a plush organic mattress bundle (yes, for pets and humans). In a pet food world trending toward clean labels and premium ingredients, The Honest Kitchen is proving that even when your pup’s a little gremlin, they still deserve the good stuff.
Muddy paws and messy love!
In a world where pets are pampered like toddlers and have their own Instagram handles, The Honest Kitchen is leaning into the real, unfiltered moments of pet parenting—the ones you don’t post (but totally should). Their new campaign, “Feed Them the Best,” is basically a love letter to pet chaos.
Tell them how your pet turned your living room into a war zone, and they’ll reward you with clean-label treats and a chance at the ultimate pet-parent comfort package: a year’s worth of The Honest Kitchen’s food and a dreamy Naturepedic bed setup.
The deets:
- Name of Campaign: “Feed Them the Best”
- Deadline: Submit your pet’s naughtiest moment by May 10th
- Reward: Free treats just for sharing. One lucky winner scores a year of food + an organic luxury bed bundle from Naturepedic
- Bonus: Pop-up events in NYC and LA where pets and humans can frolic, snack, and feel fancy
- Where to Submit: thehonestkitchen.com
“Our love for our pets isn’t earned—it’s instinctive, unwavering, and unconditional, regardless of how they behave,” said Miki Dosen, CMO at The Honest Kitchen.
Pet food, but make it fancy
Sure, this campaign is cute. But it’s also part of a bigger movement in the pet food industry: clean, premium, human grade nutrition that treats our furry companions like family. (Because they are. Even when they eat your AirPods.)
Here’s what it signals:
- Human Grade is the New Norm: The Honest Kitchen was the first brand to get “human grade” approved on labels. They’re walking the walk—and barking the bark.
- Real Ingredients Only: Think chicken, pumpkin, and quinoa—not by-product mystery meat.
- Clean Label Pet Food Is Trending: Today’s pet parents are ingredient nerds. If they won’t eat it, their dog shouldn’t either.
- Experiential Marketing Is Hot: The Honest Kitchen’s pop-up events bring the brand to life with treat sampling and pet-friendly perks.
According to the American Pet Products Association, $60B+ was spent on pet food and treats in 2024 alone. Spoiling pets is no longer a luxury—it’s an industry standard.
Feed them the best, no matter the mess
This shift toward premium pet products isn’t just good news for our four-legged friends—it’s a golden opportunity for manufacturers, importers, and R&D teams.
- Human Grade-Certified Ingredients (and the paperwork to prove it)
- Plant-Based and Functional Add-ins (think sweet potatoes, omega-rich oils, or gut-loving probiotics)
- Transparency and Traceability: More pet brands are asking “Where did this come from?” and “Would I eat it?”
Whether you’re developing a new kibble or private-labeling jerky treats, aligning with this clean-label momentum is a smart move.
Pets deserve better. So do you.
The Honest Kitchen’s cheeky campaign is more than a feel-good marketing moment—it’s a snapshot of where the pet food industry is headed: real ingredients, honest sourcing, and a sprinkle of fun.
It’s time for bulk suppliers and co-mans to embrace the chaos of pet parenthood—and meet rising demand with clean, functional, and human grade ingredients ready for retail.
Your next great pet product starts with the ingredients you choose.
Looking to make your pet food product stand out? Contact us to explore our selection of clean-label ingredients that even your messiest customers will love. Let’s make tails wag—with traceability, transparency, and tasty formulas. Let’s connect!
