Del Monte

Bill Pearce, CMO and SVP of Marketing
Christie Fleming, VP of Marketing
Tai Doong, Director of Marketing
Jason Wehner, Senior Brand Manager
Zane Howard, Brand Manager - Innovations

Draftfcb *Lead Agency

Sean Hardwick, SVP Group Management Director
Carrie Hack, VP Account Director
Molly Cabe, VP Planning Director
Brad Meyers, Associate Creative Director
Eric Rindal, VP, Creative Director

Starcom MediaVest Group

Catalyst S+F

Coyne PR

Canine Assistants

After 10 years without advertising support, Milk-Bone saw its share dropping within dangerous range of its main competitor, private label. With no new products planned, we needed a way to stay relevant and top-of-mind with consumers. The company wanted to provide dog owners with an emotional reason to believe, so the "Good to Give" campaign was born. By showcasing an existing but under-promoted 12-year relationship with the nonprofit service dog provider Canine Assistants(R), this campaign touched consumers' hearts and effectively increased share, consideration, and awareness across the board.