On May 28 and 29, European pet food brand Edgard & Cooper transported a 3-meter-high (9.8 feet) kibble across Paris in an attempt to have it accepted by the Louvre.
Before moving the object across the city, the brand authenticated the kibble as a cultural object, commissioned an internal valuation and sent an open letter to the director of the Louvre requesting that the museum preserve it. The letter described the kibble as "the most important artistic innovation of the 21st century," assigned it an acquisition-style reference number and included handling recommendations advising the museum to keep the work out of direct sunlight.
The team then attempted to physically deliver the object to the museum. The journey involved a large "Kibble Truck," failed placements and logistical problems as the brand sought a final destination for the oversized snack. The Louvre made no official response to the proposal.
The Louvre campaign capped a broader 2026 Kibble launch spanning teaser films, a Brett Domino rap track and influencer activations.Edgar & Cooper
"We think the kibble would look great in the Daru staircase, as a replacement for the Winged Victory of Samothrace," said Iain Waugh, design manager at Edgard & Cooper. "It'd be a marked improvement over a statue that no longer has a head or arms."
The side of the truck carried the words "Our smallest kibble ever," highlighting one of the 2026 Kibble's features: a new small-size option for small dogs. The kibble statue in the truck stood 2.8 meters tall, making it one of the largest pieces of kibble ever produced.
The Louvre operation was part of the product's broader launch, which also included teaser films, a rap track by Brett Domino, a promotional video featuring Princess Delphine of Belgium, influencer activations based on the new packaging design and cultural documentation about the kibble.
The final film documenting the Paris mission will launch the week of June 15.
The Louvre was contacted for comment and had not responded at the time of publication.
According to Petfood Industry's Top Pet Food Companies, General Mills acquired Edgard & Cooper in April 2024.
