House of Oddities and Butternut Box launched a £9,500, nine-carat gold pendant containing preserved dog poo to raise awareness of canine gut health
Independent creative and PR agency House of Oddities teamed up with Butternut Box, Europe’s leading fresh dog food brand, to create an unconventional luxury accessory designed to spark conversation about canine gut health: a bespoke pendant worth £9,500.
Dubbed the ‘Poo(ch) Pendant’, the limited-edition piece took the form of a turd-shaped locket crafted from nine-carat gold, with each pendant containing a preserved sample of the owner’s dog’s poo, professionally sealed inside. The tongue-in-cheek creation celebrated the idea that a dog’s digestive health was worth its weight in gold.
As explained here, the campaign coincided with the launch of Butternut Box’s TikTok Shop and aimed to raise awareness of the benefits of feeding dogs fresh, highly digestible food. Healthy stools could offer valuable clues about how effectively a dog’s digestive system was functioning and absorbing nutrients, making them an important indicator of overall well-being.
Sachini Imbuldeniya, CEO and founder of House of Oddities, said: “House of Oddities thrives on pushing creative boundaries, and this campaign is a perfect example of our brave, bold, and delightfully unconventional approach.
“We know some pet owners will think this is fabulous, while others will find it super-gross. Either way, it gets people talking. It’s the ultimate statement of jewelry, symbolizing the care and attention owners give to their dogs’ health and well-being. That’s exactly why clients choose us: we bring a fresh perspective and push creative limits to communicate powerful, positive messages.”
British actress Jess Impiazzi fronted the campaign, bringing a personal perspective to its focus on digestive health. Living with lupus, an autoimmune condition that can be associated with digestive complications, Impiazzi highlighted the connection between nutrition and well-being for both people and their pets.
“I’ve long believed in the importance of gut health, both for myself and my dog. Knowing that what I feed Buddy directly affects his well-being played a major role in choosing his food, and for us, that’s Butternut Box.
“This pendant might raise a few eyebrows, but I think it’s a brilliant keepsake and a daily reminder that small choices can have a big, positive impact. Keeping my dog healthy and happy is always on my mind, and now I have a symbol of that health around my neck, too.”
Each pendant was individually handcrafted by a specialist jeweler and came with a bespoke, white-glove concierge service. The experience covered every stage of the process, from arranging courier collection of the dog’s stool sample to delivering the finished piece to its owner.
Dr. Ciara Clarke, Butternut Box’s in-house vet, added: “When a dog’s poo looks healthy, it can be a strong sign that their digestive system is working as it should. While the pendant is certainly tongue-in-cheek, it’s a brilliant way to get people talking about something that really matters.
“Gut health is essential to overall well-being, and this campaign highlights why it deserves attention—and, yes, even a little celebration.”
The launch reflected Butternut Box’s wider mission to make fresh, nutritious meals the everyday standard for dogs across the UK. Promoted through the brand’s digital channels, the Poo(ch) Pendant was to be available in extremely limited numbers.
