The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2021 One Show - Social Media

Food Influencers Tasting Dog Food

Agency Ogilvy / Singapore + Freeflow Productions / Singapore + Song Zu / Singapore + Hogarth WorldWide / Singapore

Client Furry’s Kitchen
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Annual ID

OS_SM21_033B

About the Work

Furry’s Kitchen is a Singaporean dog food start-up that creates fresh food for dogs. All our products are made with natural ingredients and are preservative-free, unlike mainstream kibbles. With more established brands dominating the market, we need to create a campaign that proves the top quality of our dog food in a disruptive way. So to show how fresh and tasty our products are, we put it to the ultimate taste test with humans. We partnered with a prestigious local chef to set up a restaurant inviting the harshest critics, Singapore's top food influencers, for a tasting without them knowing it was for dog food. They loved it. Within hours, they praised and recommended our dishes made out of dog food to their followers. The entire event was filmed and revealed as an online campaign targeting dog owners. It garnered local and international media attention for being the first dog food brand to use human food influencers. This led to 746% more website visitors and 19.3% increase in sales, showing that if it's good enough for Singapore’s top food influencers, it's definitely good for your dog.