Scooby Snacks TV
The dog treat category was shrinking and purchase frequency had stalled. Heinz was looking for new ways to grow their business.
Heinz’s core focus was the 21.9% of empty nester households that had dogs. Yet in households with kids, 30% had dogs. The numbers weren’t the only indicator that kids could be a new target. The timeless emotional connection emboldened us, too.
“My dog is my best buddy.” We knew that kids feel that the relationship between them and their dog is the only unconditional relationship they have.
We knew that kids could be a force for growth. Determining that the ideal kid/dog relationship was peer-to-peer, versus “control,” we developed a new line of pet treats that allowed the kid and dog to truly interact.
Partnering with Scooby Doo, we created a line of Scooby Snacks that provided a myriad of activities from scavenger hunts to mysteries. The SKU’s were designed to familiarize kids with the practice of “treating” and encourage frequency.
We then created a TV campaign and promotions to celebrate that inspired play pattern between kid and canine.
The launch of Scooby Snacks was seen as a huge success. Within just three months, the Scooby Snacks brand achieved a 6.8% dollar share in the Biscuit/Crunchy category.
By the end of the year, Scooby Snacks alone had driven 4% of the growth of the entire pet snack category.