If your dog has been barking a little more than usual lately, we apologize. 🐶
Trucks featuring Spot & Tango’s UnKibble have been making their way around New York City—and with larger-than-life creative like this, there’s a good chance your dog noticed.
But this campaign is about more than eye-catching trucks.
Bringing Spot & Tango’s UnKibble to NYC
Spot & Tango is changing the way pet parents think about dog food with UnKibble, a vet nutritionist-developed dog food made with real, human-grade ingredients.
When customers sign up, Spot & Tango uses information about their dog—including weight, activity level, and other factors—to help determine the right daily portion and calorie intake.
The subscription model is intentional, too.
Dogs benefit from consistency in their diets, so UnKibble is delivered approximately every four weeks to help pet parents maintain a consistent feeding routine.
And judging by the brand’s growth, pups seem to be pretty happy about it.
A Fast-Growing Pet Food Brand
Spot & Tango has grown 50% year-over-year, and this summer the company announced a $20 million-plus investment to expand its production facility in Allentown.
The growth is impressive. But the story behind the brand may be even more interesting.
From a New York City Kitchen to 150 Million Dog Meals
Spot & Tango was founded in 2018 by Dylan Munro and Russell Breuer, who started out making fresh dog food in their New York City kitchen and shipping it directly to customers.
At the time, the company was called Brewer Premium Pet Foods.
The food was high quality, but customers quickly pointed out a problem: fresh dog food could be messy and took up a lot of space in the refrigerator.
So the founders went back to the drawing board.
The result was UnKibble—a product designed to deliver the benefits of fresh food in a more convenient format.
When UnKibble launched in April 2020, Russell expected the first purchase order to last four to six months.
Instead, the company sold out in four days.
Fast-forward to today, and Spot & Tango has served more than 150 million dog meals through its website—and the brand has done it without even entering retail.
Taking the Spot & Tango Brand to the Streets
For a brand with a story this big, traditional digital advertising isn't the only way to reach potential customers.
That’s where mobile billboard advertising comes in.
Spot & Tango’s NYC campaign puts the brand directly into the streets of one of the country’s most densely populated markets, turning its UnKibble packaging and creative into moving billboards that can reach pet parents throughout New York City.
The scale of the creative is hard to miss—and that’s exactly the point.
Mobile billboards give brands the ability to bring their campaigns into the neighborhoods, streets, events, and moments where consumers are already spending their time.
For Spot & Tango, that means putting UnKibble directly in front of New Yorkers while creating the kind of visual brand presence that’s difficult to scroll past.
A Milestone Campaign for Spot & Tango
We’re proud to have played a small part in Spot & Tango’s largest marketing campaign in company history.
It’s always exciting to see a brand take something that started in a New York City kitchen and put it on a much bigger stage—literally.
And if you happen to see one of the Spot & Tango trucks around NYC and the barking starts...
Your dog might be trying to tell you something. 🐾
Looking to Put Your Brand on the Streets?
Spot & Tango is a great example of how mobile billboard advertising can turn a product into a highly visible, real-world brand experience.
At Adgile, we help brands bring their campaigns directly to consumers through mobile billboards and experiential advertising across major U.S. markets.
Because sometimes the best way to get noticed is to simply get moving.
