Natural Balance, FUNDAY Bow “That’s Good Sh*t,” Promoting Proper Poo for your Pooch
Every pet owner knows the look: that hyper-focused gaze at a patch of grass, waiting for the ultimate health report on your dog’s digestive system. So pet food brand Natural Balance is finally saying the quiet part out loud, turning that universal morning ritual into the centerpiece of its new campaign: “"That’s Good Sh*t.”
In a category typically filled with picture-perfect pet moments and pristine kibble pours, Natural Balance is leaning into the visceral (and visible) reality of pet health, grounded in its long-standing focus on digestive wellness as a foundational measure of a dog’s overall health. The fully integrated campaign, created by branding and ad agency FUNDAY, celebrates the obsessive nature of pet parents who know that you get out what you put in and that a perfect specimen on the sidewalk or in the backyard is the ultimate proof of premium nutrition. Because at the end of the day, as the brand likes to point out, good sh*t makes good sh*t.
The campaign’s :30 hero film “Proving Ground,” featuring an energetic, six-year-old Australian labradoodle named Quinn, captures everyday rituals – a regular, everyday walk, or a stop at the dog park – through the lens of a pet parent anxiously awaiting the outcome. It’s never just fresh air or exercise; it’s a quiet assessment of overall wellness and solid results. When the moment arrives, relief follows because the output confirms what’s inside is working.
“We wanted to tap into a very specific, relatable anxiety,” said Jared Folkmann, Chief Creative Officer at FUNDAY. “For many pet parents, a walk doubles as quality control. By leaning into a double entendre, we’re able to talk about ingredient integrity and visible results in the same breath. It’s a promise: put high-quality in, get high-quality out.”
Spanning broadcast, social, and digital platforms, with targeted out‑of‑home placements near pet specialty stores to help drive consumers in‑store, the campaign stays unapologetically focused on one defining truth: digestive health is one of the clearest indicators of overall wellness. By committing to that single insight, Natural Balance turns a whispered obsession into ownable brand equity.
“Pet parents pay close attention to their dogs’ digestion – it’s one of the easiest ways to tell if a food is actually doing its job,” said Chelsea Nagaraja, Senior Brand Director for Natural Balance. “With this playful campaign, we wanted to show that when you feed your dog a quality food, you see the difference. It’s bold, a little cheeky, and it reflects the way real dog owners talk about what matters most to their dogs’ health.”
Campaign Credits:
Client: Natural Balance
Agency: FUNDAY
Founders: Jared Folkmann & Alex Baghdjian
Chief Creative Officer: Jared Folkmann
Executive Creative Director: Kathryn Whiteside
Creative Director/Copywriter: Stefan Smith
Associate Creative Director (Art): Chris Oates
Senior Art Director: Taylor Lumley
Senior Copywriter: Samantha Angus
Graphic Designer: Carine Ayvazian
Animator: Levon Baghdasaryan
Strategy Director: Kelsey Chudiak
Senior Engagement Manager: Caitlin Snowdon
Producer: Melania Melikian
Production Company: Kaboom!
Director: Matt Uhry
Director of Photography: Matt Uhry
Head of Production: Steven Sills
Editorial House: FUNDAY
Editor: Vadim Minasyan
Producer: Melania Melikian
Production Lead: Harry Zakaryan
