Flint and Steel | Scooby Snacks
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Scooby Snacks

Solving the Mystery

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 with dogs. Yet in households with kids, 30% had dogs. We knew that kids could be agents for growth. So, we leveraged the power of Scooby Doo and created a line of Scooby Snacks, the dog treat that offered 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 and meaningful engagement with their pet.