Milk Bone

Apparently, Milk Bone dog treats have been supporting the Canine Assistance program “for over 12 years.” Who knew?

Since they haven’t advertised it much until now, at first I thought they were just mimicking the Pedigree approach from TBWA/Chiat/Day LA (more on that, HERE.) It's an awesome approach, but in a category so similar, Milk Bone comes off like an "us too" player.

The lesson? If you’re doing something good, and your customers can help buy buying your product, then it pays to let them know about it.

(Anyone know if this is still handled by DraftFCB NYC?)
(UPDATE: Apparently, the work was done by DraftFCB/SF. Thanks to Brian M. for the info.)

Check out Milk Bone's website, HERE.

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