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 turned 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

Developed with creative agency nice&frank, the campaign balanced strong visual storytelling with an authentic sensory experience.

The challenge wasn't simply creating a scented billboard—it was producing an aroma recognizable enough for dogs without overwhelming pedestrians or the surrounding environment.

The final execution allowed people to instantly recognize familiar wedding planning references, while dogs naturally engaged through scent, creating an interaction few outdoor campaigns can achieve.

Beyond The Billboard

The campaign extended beyond outdoor media through a partnership with wedding platform Zola.

Couples could register Ollie products on their wedding gift registry, while eligible dog owners were also offered complimentary wedding-day meals for their "Dog of Honor."

This transformed the campaign from a one-time activation into a useful service that connected advertising with real customer experiences.

Why This Campaign Works

• Uses scent to create genuine interaction instead of relying only on visuals.
• Targets a growing cultural trend of including pets in weddings.
• Engages both humans and dogs with different creative experiences.
• Connects outdoor advertising with digital services and product trials.
• Turns a functional product benefit into an emotional brand story.

Key Takeaways For Marketers

• Sensory elements can dramatically increase outdoor advertising engagement.
• Creative campaigns become stronger when built around real cultural behaviors.
• OOH can successfully communicate with multiple audiences at once.
• Experiential media works best when it supports an authentic brand purpose.
• Partnerships can extend the impact of outdoor campaigns beyond the street.

Final Thought

Ollie's Dog of Honor campaign shows that memorable outdoor advertising doesn't always require larger screens or bigger formats.

Sometimes, appealing to a different sense entirely is enough to transform a simple billboard into an unforgettable brand experience. By combining scent, cultural relevance, and experiential storytelling, Ollie created an activation that delighted both people and their dogs while reinforcing the importance of thoughtful pet nutrition.