Jinx’s direct-to-dog billboards for pet food

US – With owners keeping a careful eye on pet movements during walks, dog food brand Jinx is targeting their line of sight via mini billboards placed at animal eye level.

To mark its expansion from direct-to-consumer (DTC) sales and into bricks-and-mortar Target stores, the company is introducing small-scale advertising boards across various parks in New York and Los Angeles. Playfully named ‘barkboards’, the ads are imbued with a non-toxic scent that attracts dogs and encourages engagement from both pets and their owners.

Through this activation, Jinx provides an example of how to reach consumers in a novel and memorable way. ‘We felt like there was an untapped opportunity to connect with the dog first, to differentiate our brand ethos, in hopes that dog parents felt our authenticity,’ says Terri Rockovich, CEO and co-founder of Jinx. ‘This approach aligns with our pet-first, Millennial mindset that our customer values.’

In a similar vein, we previously identified how DTC luggage brand Away was able to promote its pet carriers directly to animals.