Milk-Bone x JIF

The Collab Collection

Milk-Bone launched a peanut butter treat into a category already full of them. It felt like old news in a crowded space.

This was not just peanut butter. It was JIF.

When two icons come together, it is not just a launch. It is a collab.

Do not launch another dog treat. Launch the first hype collab for dogs.

We used the collab drop playbook with a dog twist. Teasers. Scarcity. Hype. Limited releases.

Anticipation built through social. A two day collab experience launched in New York, the centre of drop culture. Fans explored limited dog gear and playful designer style accessories. Film and social drove national buzz.

Milk-Bone x JIF became the collab that made perfect sense for dogs.

The largest dog treat launch of the year.