Campaign Spotlight

Campaign Spotlight: Furry’s Kitchen challenges dog food perception with three-course menu – for humans

SINGAPORE – To prove that Furry’s Kitchen provides only high quality, human-grade and 100 percent natural food for dogs, Furry’s Kitchen partnered with Ogilvy and celebrity chef Justin Quek to conceptualise a 3-course degustation meal to put Furry’s Kitchen to the ultimate taste and quality test with some of Singapore’s top food influencers.

Stephen Chua, Founder of Furry’s Kitchen said: “This experiment challenges the perception that food for dogs tastes unpleasant and is made with undiscernible ingredients and preservatives unfit for human consumption. Just like how we love to indulge in a delicious meal and feed ourselves and our loved ones with only the best ingredients possible, our furry friends deserve the same and can enjoy the same quality and freshness in their diet”.


The results were just as Furry’s Kitchen expected – guests were blown away by the flavour profiles, quality and freshness of the ingredients, with each dish getting a stamp of approval, and some asking for seconds. Some guests even likened the dishes to grandma’s cooking.

Chef Justin Quek added: “As with any social experiment, we had to keep certain variables under wraps to ensure the most unbiased results. We wanted to know if by removing the negative perception of dog food, we would discover that human-grade food made for dogs could taste both delicious and nutritious too. The dishes the food influencers enjoyed have all been taste-tested and quality-checked by me personally. You have my word that I only serve my guests food that I believe in, and food that meets my standards”.

While of course there was an element of surprise, the majority of the influencers taking part in the experiment appreciated that they had not eaten dog food, just human-grade food prepared for dogs. They understood that all ingredients such as beef, salmon, brown rice, potatoes and broccoli are sourced from the same SFA-certified suppliers used by local Singaporean restaurants, promising the same quality for humans.

View the experiment here:


Furry’s Kitchen:
Founder: Stephen Chua

Chief Creative Officer: Nicolas Courant
Creative Director : Guilherme Camargos
Associate Creative Director: Jonathan Ollivier, Aritra Dutta, Alessandro Agnellini
Copywriter: Winona Wee
Art Director: Benjamin Tan,Qian Hui Tan
Agency producer
Executive producer: Alvin Chin
Production House: Freeflow Productions
Director: Peggy Goh
Producer: Emma Liang Yaomin
Director of Photography: Jaye Neo

Freeflow Post:
Colourist: Adrian Ooi
Audio Post: Songzu

Partner with adobo Magazine

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