Good Human

When you feed Fresh, your dog feels better. And so do you.

The new Good Human campaign, created in-house by the Butternut Box team aims to deepen connections with pet parents and elevate brand visibility across the UK and Ireland, beginning with an OOH push in London and Dublin.

The campaign champions the everyday moments of love and devotion between people and their dogs – celebrating the pride that pet parents feel in making good choices, like feeding high-quality, nutritious meals from Butternut Box.
The outdoor executions have been shot by Sam McElwee, the award winning photographer and director represented by Horton Stephens. The multi-channel campaign also makes use of radio advertising, bumper ads and social edits created in collaboration with social-first content studio NUSA, and extends into social and CRM executions that celebrate Butternut Box’s dog loving community.

Sarah Keegan, Butternut Box Creative & Brand Director, said: “As our customer base grows, so does our ambition to be a loved household name. This campaign taps into the emotional bond between dogs and humans, and what it really means to care well for our four-legged family members. Our food doesn’t just make dogs feel happy and healthy - it makes owners feel proud too.