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.