For Furry’s Kitchen, if It’s Good Enough For Humans, It’s Good Enough for Pups

    By Asia Ad Junkie - Dec 9, 2020
    For Furry’s Kitchen, if It’s Good Enough For Humans, It’s Good Enough for Pups

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

    “This experiment challenges the perception that food for dogs tastes unpleasant and is made with undiscernible ingredients and preservatives unfit for human consumption,” said Stephen Chua, Founder of Furry’s Kitchen.

    “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 positive. Guests responded favorably to the quality, and freshness of the ingredients, with each dish getting a stamp of approval, and some asking for seconds. Some likened it to grandma’s cooking.

    “As with any social experiment, we had to keep certain variables under wraps to ensure the most unbiased results,” added Chef Justin Quek.

    “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.”


    All ingredients such as beef, salmon, brown rice, potatoes, and broccoli were sourced from the same SFA-certified suppliers used by local Singaporean restaurants.


    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
    Colorist: Adrian Ooi
    Audio Post: Songzu


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