There are laws in pet food meant to protect our dogs’ health – but what happens when those laws aren’t being enforced?
Multiple university studies have found undeclared animal species in dog foods and treats, including a 2023 study that found dog DNA in 2 of 6 brands tested. Pet food mislabeling is a widespread and serious issue, especially for dogs with allergies to specific ingredients, because there is no way to avoid them if the label is not accurate. But most pet parents are not aware of this issue, and regulators rarely feel pressure to solve problems the public doesn’t know exist.
Our objective was to transform a niche regulatory issue into a mainstream conversation, pressure regulators to take action, and establish Nose of Justice as a brand committed to truth, transparency, and doing right by dogs.
INSIGHT:
Pet food regulation is complicated and technical. We knew that if we wanted people to care, we couldn't communicate through scientific studies alone. We needed to turn a boring issue into something people would actually want to engage with.
IDEA:
Regulators weren't paying attention to unexpected meat in dog food, so we sent unexpected meat directly to their doorstep.
An exotic dancer protesting outside FDA headquarters transformed a dry labeling issue into a public spectacle that was impossible to ignore, using humor and surprise to spark conversations about ingredient transparency and regulatory oversight.
EXECUTION:
The protest was documented in a social video that drove audiences deeper into the issue, through an open letter to the FDA written from a dog's perspective, a library of FDA-unapproved advocacy assets, and a how-to guide explaining how pet parents could DNA test their own dog’s food and treats.
Beyond the stunt itself, we developed educational materials explaining gaps in pet food regulation, filed official complaints, and uncovered a previously unreported issue involving manufacturers that appeared to be operating without proper health licenses, making meaningful oversight impossible.
The campaign required months of careful research, planning, and legal review. For example: Protest rights are most strongly protected in public spaces, so we carefully selected a location on a public sidewalk, just steps outside of federal property, ensuring the demonstration remained lawful and did not interfere with government operations. Every aspect of the protest was designed to maximize visibility while remaining compliant with local and federal regulations.
Advocacy efforts took place in conjunction with the campaign to pressure regulators to act. Letters, follow-ups, and official complaints with both the FDA and California Department of Public Health. We shared DNA test results revealing mislabeled dog foods, and evidence of pet food manufacturers operating without proper health licenses.
After nearly 11 months of creative advocacy, California regulators opened an investigation in response to pet food violations identified through our campaign.
By combining entertainment, advocacy, and investigative research, the campaign transformed a niche regulatory issue into a public conversation that regulators, media outlets, and pet parents could no longer ignore.
