Out of Home Advertising News

These Clever Billboards Are at Dog-Eye Level to Promote Jinx's First Deal With Target

And they're scented for canine appeal

A small dog sits next to a tiny billboard for Jinx dog food in a park
Jinx, which launched as a direct-to-consumer brand, is celebrating its move into brick-and-mortar retail.Jinx
Terry Stanley
By T.L. Stanley

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Jinx dog food began its life as an exclusively direct-to-consumer brand, launching just before the pandemic in early 2020 and growing rapidly since, with 40% month-over-month increases in its sales so far this year.

Now the celebrity-backed startup is branching into Target, with a 400-store rollout—and it’s kicking off its biggest marketing push to date. While pet “parents” are a key target, so are their four-legged friends.

Jinx, in fact, is going DTD—direct to dog—with mini-billboards placed at animal eye-level and perfumed especially for sensitive noses.

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Terry Stanley

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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