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Good Conduct co-founders Travis Reeb and Rob Lewis break down their campaign for The Honest Kitchen—a series of funny, tender, and deeply relatable spots about loving your dog, even when they’re a mess. Tasked with helping the brand rise above a performance-driven pet food category, the duo focused on emotional storytelling and simple truths. “They needed to figure out… how do we level ourselves up and start to build on an emotional level with our pet parents?” said Reeb. With a tight brief and full client trust, they created a refreshingly honest, AI-free campaign that hits all the right notes—heartfelt, charming, and grounded in the chaos of everyday dog life.
The Brief
The Honest Kitchen had a very clear ask: move from performance into emotional territory. “They knew exactly who they are and who they want,” said Reeb, praising the tight brief. “It really helped us jump off.” In a category crowded with big spenders and even bigger claims, the brand wanted to feel more human—and more honest.
The Strategy
Rob Lewis summed it up: “Nobody’s really talking to the pet parent.” While competitors focused on ingredients or scientific superiority, The Honest Kitchen wanted to talk about the emotional messiness of living with a pet. The brand’s north star was authenticity, and the strategy followed: embrace the complicated love between humans and their dogs. “It’s not all sunshine and rainbows,” Lewis said. “And that’s what makes it real.”
The Creative Execution and Work
Each spot centers on a dog who’s done something “bad”—but the twist is that they still get fed the good stuff. “You’re pissed at them for 10 seconds… and then you give them a treat,” said Lewis. Voice casting was key: a straight-laced announcer shifts into a soft, gooey dog-parent tone. “That turn,” he said, “was one of our favorite details of the campaign.” All production was practical, with no AI in voice or visuals.
Lessons Learned
Good voice talent matters. “They’re not there for a gig,” said Lewis. “They understand their responsibility to the brand.” And working with real dogs? That’s an exercise in smart writing. “We wrote the campaign so the dogs didn’t have to act,” said Lewis. One exception: a 200-pound St. Bernard who slobbered all over the lead actor. “She was a champ,” said Reeb. “Completely drenched… but on point the entire time.”
How to Sell in Good Work
Start with a great brief—and a client who believes in it. “It’s easy to dump info and say, ‘now make a campaign,’” said Lewis. “But taking time up front makes everything else faster.” Reeb added, “Where’s the one thing you want to jump off of? What’s most true about you?” Find that, and you’re golden.
Other Bits ‘n Bobs
Every dog actor was local to Colorado. The drool was real. And the payoff lines weren’t always in the script—some were VO improv that made it through post. “There’s a level of humanity in just the voice,” said Reeb. “You’re helping another fellow human out.” Also? The craft was AI-free from start to finish. As Reeb put it, “This shit’s not easy.”
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
