Quick insight: Ollie proved that outdoor advertising doesn't have to speak only to humans. By adding scent to its billboards, the brand created an experience dogs could actually interact with.
A Wedding Invitation Designed For Dogs
Wedding season inspired Ollie to launch Dog of Honor, an outdoor advertising campaign reminding couples that their four-legged family members deserve a memorable meal on the big day too.
Research commissioned by the brand found that most dog owners plan to include their pets in their wedding celebrations, making dogs an increasingly important part of modern ceremonies.
Rather than simply promoting its fresh meals, Ollie transformed this cultural insight into an engaging outdoor experience.
Scented Billboards That Ask "Chicken Or Beef?"
Installed near popular wedding destinations throughout New York City, Ollie's billboards resembled elegant wedding invitations and save-the-date cards.
The twist was impossible for dogs to ignore. Each billboard released the scent of Ollie's chicken and beef recipes, allowing passing pups to "vote" for their preferred wedding meal using their strongest sense: smell.
While humans appreciated the playful creative concept, dogs experienced the campaign in an entirely different way, making it one of the year's most original examples of sensory outdoor advertising.
Designing Outdoor Advertising For Two Audiences
Created by nice&frank, the campaign balanced elegant visual storytelling with an authentic sensory experience.
The challenge wasn't simply creating a scented billboard—it was producing aromas recognizable enough for dogs without overwhelming pedestrians or surrounding public spaces.
The final execution allowed people to recognize familiar wedding planning references instantly, while dogs naturally interacted through scent, creating an experience few outdoor campaigns have achieved.
Beyond The Billboard
The campaign extended beyond outdoor media through a partnership with wedding platform Zola.
Couples could add Ollie products to their wedding registries, while eligible dog owners received complimentary meals for their "Dog of Honor" on their wedding day.
This transformed the campaign from a one-time activation into a practical service that connected outdoor advertising with real customer experiences.
Why This Campaign Works
- Uses scent to create genuine interaction instead of relying only on visuals.
- Builds on the growing trend of including pets in weddings.
- Engages both humans and dogs with different creative experiences.
- Extends outdoor advertising through digital partnerships and product experiences.
- Transforms a functional product benefit into an emotional brand story.
Key Takeaways For Marketers
- Sensory experiences can dramatically increase engagement with outdoor advertising.
- Campaigns become stronger when rooted in genuine cultural behaviors.
- OOH can communicate with multiple audiences at the same time.
- Experiential marketing is most effective when it supports an authentic brand purpose.
- Strategic partnerships can extend the life and impact of an outdoor campaign.
Final Thoughts
Ollie's Dog of Honor campaign demonstrates that memorable outdoor advertising doesn't always require larger screens or advanced technology.
By appealing to one of a dog's strongest senses, the brand transformed a traditional billboard into an unforgettable interactive experience. Combining scent, cultural relevance, and experiential storytelling, Ollie created a campaign that delighted both people and their pets while reinforcing its fresh approach to dog nutrition.
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