- Natural Balance has launched a national marketing campaign titled “That’s Good Sh*t.”
- The campaign highlights stool quality as a visible indicator of canine digestive health.
- A 30‑second hero advertisement called “Proving Ground” anchors the campaign across broadcast, social, and digital platforms.
- The company introduced a “Good Sh*t Guarantee,” offering refunds if pet owners do not see improved digestive outcomes.
- The campaign was developed with advertising agency FUNDAY and includes targeted out‑of‑home placements near pet specialty retailers.
Natural Balance Pet Foods has launched a national marketing campaign aimed at highlighting the connection between pet nutrition and digestive health outcomes in dogs.
The campaign, titled “That’s Good Sh*t,” uses humor and candid messaging to address a topic many pet owners already monitor closely: their dog’s stool quality. According to the company, digestive output is one of the most immediate and visible indicators of how well a pet food is performing.
The initiative is designed to normalize conversations around digestive health while reinforcing the brand’s position around nutrition formulated to support gut health.
Connecting nutrition with visible results
Natural Balance, which has operated in the premium pet nutrition category for more than 35 years, says the campaign reflects insights about how pet owners evaluate their dogs’ wellbeing. The company notes that stool quality is often the first signal pet parents look for when determining whether a food agrees with their pet.
Chelsea Nagaraja, senior brand director for Natural Balance, said the campaign reflects how consumers already talk about digestive health in everyday life.
Pet parents are highly tuned into their dogs’ digestive health because it provides one of the clearest signals that a food is working, Nagaraja said, adding that the campaign was designed to show how better nutrition can lead to better outcomes.
As part of the initiative, the company introduced a “Good Sh*t Guarantee,” offering a money‑back promise if customers do not see solid digestive results when feeding the product.
Campaign creative and media rollout
The campaign was developed in partnership with branding and advertising agency FUNDAY. Creative leaders at the agency said the concept intentionally moves away from the more sanitized language commonly used in pet food marketing.
The integrated campaign centers on a 30‑second hero advertisement titled “Proving Ground.” The commercial follows a six‑year‑old Australian Labradoodle named Quinn during everyday activities such as neighborhood walks and visits to the dog park. The story focuses on a pet owner waiting for the moment that confirms their dog’s digestive health.
The campaign will run across broadcast, social media, and digital platforms. Natural Balance also plans targeted out‑of‑home advertising near pet specialty retailers designed to drive in‑store traffic.
Company background
Natural Balance is a veterinarian‑recommended pet food brand known for its limited‑ingredient diets for dogs and cats. The company formulates recipes with natural ingredients along with added vitamins and minerals intended to support digestive health.
Natural Balance states that its products follow WSAVA nutritional guidelines and are supported by the company’s Feed with Confidence program, which provides access to registered veterinary technicians who help pet owners make informed feeding decisions.
The brand operates as part of the Ethos Pet Brands portfolio, which also includes the Canidae pet food brand.
Information sourced from the company’s press release.
