How We Turned a Niche Dog Treat Into the Industry’s New Alpha

The Challenge:
In a crowded $50B pet food market, how does a lamb-based joint health treat—with no big-brand marketing budget—become the must-have product for discerning pet owners?

The Strategy:
From Packaging to PR – A 360° Launch:
– Designed minimalist, benefit-driven labels in Adobe Illustrator that made “single-ingredient, joint-supporting lamb treats” instantly understandable at shelf-level.
– Art-directed photo shoots to highlight product purity (no fake drool, no staged pups—just real food for real dogs).
– Pitched media on the science + scarcity angle: “Finally, an allergy-friendly protein that actually supports mobility.”

Omnichannel Domination:
– Trade show materials that felt *luxe* (no kibble dust here)
– E-blasts teasing the “Why Lamb?” story to vet offices & pet boutiques
– Social content showcasing real dogs (not stock photos) enjoying the treats

The Results:
Sold out first production run in 3 months
Earned features in Pet Age, Pets Plus, and vet-recommended blogs
Established GoGo as the go-to for “alternative protein with benefits”

*”We didn’t just launch a product—we created a new category. And every arthritic golden retriever out there is grateful.”*

Ready to make your product the industry’s next top dog? Let’s fetch those sales.

(Label designs & media samples available upon request.)