This Pet Food Company Just Made a Holiday Scratch-and-Sniff Book for Your Dog

Olfactory goodness from The Honest Kitchen

When it comes to scratch-and-sniff books, dogs are a prime and underserved market. To correct that, one pet food company has released a very special holiday story.

On Monday, The Honest Kitchen and Red Tettemer O'Connell + Partners launched Is That My Dinner?, an illustrated book about a puppy looking for a meal.

The Honest Kitchen differentiates itself from "feed grade" competitors—whose products may include meat from diseased or dying animals and other dubious parts—by billing its pet food as "human grade," meaning the ingredients are good enough for humans to eat.

The Is That My Dinner? website indicates where customers can pick up a free copy of its book, along with samples of the brand's products (a good thing, given that poor Fido is likely to be confused—and a little put out—at being gifted with paper that smells like snacks). 

Illustrator Annie Davidson helped create the book. The scratch-and-sniff scents include seasonal classics like pumpkin and peppermint. No word, though, on whether they incude any of the smells dogs really love … like roadkill, or Stilton blue cheese.


Client: The Honest Kitchen

Agency: Red Tettemer O'Connell + Partners

Chief Creative Officer: Steve Red                                           

Executive Creative Director: Steve O'Connell

Group Creative Directors: Ryan Scott, Todd Taylor                                                                       

Art Director: Michelle Maben                                                                                

Copywriter: Tedd Wood              

Producers: Joe Mosca, Meg Dibley, Joe Zoltek

Tech Lead: Aaron Grando

Developers: Derek Little, Megan Reed

Social Strategy: Bryne Hetznecker

Digital Strategy: Uri Weingarten                                                              

Account Executives: Perry Morris, Carissa Heller

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.