Although Singaporeans have high standards for our own food, not the same can be said for our dogs as the majority eat processed kibbles.

Furry’s Kitchen is a dog food start-up that creates fresh food for dogs. 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.

To show how fresh and tasty our dog food is, Furry’s Kitchen put it to the ultimate taste test with humans. We invited 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.

Furry's Kitchen is the first dog food brand that has gotten the harshest human critics, top food influencers, to try dog food without them knowing. We needed to target dog owners and show that if our dog food is good enough for top food influencers, it's good enough for your dog, ultimately changing people's negative perception of dog food.

We knew the story would be newsworthy as we got top food influencers that were highly regarded in the food scene to eat dog food without telling them. Our strategy was to focus on the disruptive way we used human food influencers while leveraging their credibility when pitching the story.

At the same time, we wanted to be where our target audience already was, so we seeded our campaign to groups on social media and messenger apps that were interested in dogs and allowed it to organically spread from there.

We partnered with prestigious local chef Justin Quek 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 event was filmed and revealed as a digital campaign targeting dog owners on 8 December 2020. Our film was released on Youtube, Facebook, and Instagram. The campaign was further supported by shorter formats, GIFs, IG stories and visual posts, including screenshots of the food influencers’ glowing reviews.

Furry’s Kitchen made the headline news in Singapore with several publications including Channel News Asia. The national newspaper, Straits Times, asked for a taste and Furry’s Kitchen was given the stamp of approval by their food critics on both a video and print feature.

Many engaged with our video online, including the original food influencers who attended our initial tasting event, praising the high quality and how it was indiscernible from regular human food. Some even wrote about the positive experience on sites like High Net Worth.

As a result, Furry’s Kitchen saw a 746% increase in online followers and our sales increased by 19.3%. Netizens even asked if they could feed their children our products, and that we should create a real restaurant.

Thanks to the campaign, we proved that if our dog food is good enough for Singapore’s top food critics, it’s definitely good for your dog.