Good Boy Kitchen: a fresh dog food subscription ad
“Who's a good boy?” is an 8-second vertical ad for Good Boy Kitchen, a fresh dog food sold by subscription. One blue label follows a merle dog through a field of long grass. The label changes its words at every cut, the ingredients pop out of it, and at the end the label is a switch that turns on.
8 s long 5 shots 2 sizes 1 label
Fresh dog food for owners who read the label
Good Boy Kitchen cooks dog food fresh each week and brings it to the door every two weeks, by subscription. The film names what goes into it: beef, sweet potato, carrot and spinach. Its offer is half price on the first box, and a subscriber can pause any time.
The brief names one viewer: dog owners who read the label. These people turn a bag over and look for the ingredients first. So the film makes the label its main actor, and the ingredients are the first thing the label shows after its question.
The ad was made for Stories and the feed, with one job: to get viewers to subscribe. The tone in the brand's kit is happy, honest and warm, and the film keeps to it with a happy dog, plain words and a real offer.
Five cuts, one label
The label stays low in the frame for the whole film, inside the zone that Stories and Reels keep clear of their own buttons (the Reels ad safe zone guide shows where it is). Only its words change, and each cut follows a new move of the dog.
- 0 s, the look. The dog looks in, mouth open, in long grass with water and trees behind it. The label asks “Who's a good boy?”, the question every owner says out loud, and a small orange line above it names the product: fresh dog food.
- 1.5 s, the close shot. The label says “Cooked fresh each week”, and four cream tags pop out around the dog's head, each with its own coloured dot: beef, sweet potato, carrot, spinach. This is the shot for the viewer who reads labels.
- 2.9 s, the play bow. The dog drops low in the grass, and the label tells how the food comes: “At your door every 2 weeks”.
- 4.1 s, the jump. The dog stands tall with its ears up. The offer arrives in large orange type, the loudest words in the film: “50% off the first box”.
- 5.2 s, the switch. The label shows the brand's name and grows a green switch beside the word “Subscribe”. The switch turns on at 5.4 s. Under it, “50% off the first box · pause any time” holds to the end of the eighth second.
Why the label ends as a switch
The viewer of this ad reads labels, so the film puts everything on one. The dog holds the eye, and the label answers the questions a careful owner asks, in their order: what is it, what is in it, how does it come, what does it cost, and can I stop. Its hook is the first second: a dog that looks straight at the viewer, under a question its owner says every day.
A subscription is a thing people turn on and off. The last shot draws exactly that: the label grows a switch, and the switch turns on. The line under it, “pause any time”, answers the doubt that stops many people at a subscription.
One blue label follows the dog. It changes its words at every cut, the ingredients pop out of it, and at the end it is the subscribe switch.
Label blue, cream and a green switch
The kit has four colours. Label blue #2343D6 is the label in every shot, and cream #FFF7EC is its type and the ingredient tags. Orange #FF8A3D marks only two things: “Fresh dog food” and “50% off”. Green #3FAE6A is the switch and the spinach dot, so the colour of “on” is the colour of a vegetable.
The type is Poppins: a heavy weight for the label's large lines, a lighter one for the small print. Its round letters suit a warm brand, and at Black weight they read at a glance on a phone. The pictures are real footage of one dog in one field; the motion is in the label, whose words change on the cut while the tags pop and the switch slides.
Two sizes: tall for Stories, 4:5 for the feed
9:16 Stories and Reels, full screen 4:5 the Instagram and Facebook feed 8 s the same film in both
The chat asked which formats the ad needs, and the answer was both. So the film exists in two sizes, each laid out for its own frame.
The 9:16 cut, at the top of this page, fills the screen in Instagram and Facebook Stories and in Reels. The 4:5 cut is for the feed: it is the tallest frame the Instagram and Facebook feed shows, so the dog and the label take more of the scroll than a square would.
In both sizes the label sits low and wide, clear of the profile name at the top. Why these two sizes cover most paid placements is in One video, every feed.
One line, four answers, two notes
The film began with one line in FoxyLab's chat: “An ad for our fresh dog food, half price on the first box, people should subscribe.” FoxyLab asked four questions, and each answer was one tap: an ad, 50% off the first box, both formats, and subscribe as the action. The film took about ten minutes in FoxyLab.
Before the first cut reached the person, FoxyLab's own critic found two faults and fixed them: the tail of the “y” cut into the edge of the label, and the switch turned on late. Then the person gave two notes. “Turn the switch on sooner” moved the switch from 6.1 s to 5.4 s. “Say they can pause any time” added the line under the offer.
What dog owners ask about this ad
What is Good Boy Kitchen?
In this film, Good Boy Kitchen is a fresh dog food sold by subscription. The food is cooked fresh each week with beef, sweet potato, carrot and spinach, and it comes to the door every two weeks.
How long is the ad, and in which sizes is it?
It is 8 seconds long. It comes in 9:16 for Stories and Reels and in 4:5 for the feed.
What does the end of the ad ask viewers to do?
The end card asks viewers to subscribe. The label turns into a switch that turns on at 5.4 seconds, over the offer of 50% off the first box and the line “pause any time”.
Does the ad work with the sound off?
Yes. The film has no voiceover, and every fact is in the words on the label, so a viewer on mute gets the whole message.
How was the ad made?
It was made in FoxyLab from one line in the chat and four one-tap answers. Two notes changed it: the switch now turns on sooner, and a line says a subscriber can pause any time. More on notes like these is in Notes, not knobs.
