When Tyson Pet Products launched Nudges Dog Treats in 2011, we faced crowded shelves with national competitors like Milk-Bone, Beggin’ Strips and Milo’s Kitchen—all with the ability to spend significantly more in marketing and advertising. Strategically, our challenge was to increase brand awareness while making an emotional connection to the physical interaction of a “nudge”—those special moments where your furry friend lets you know that they “love you.”

The results? Nudges realized a 45% lift in household penetration, and gained a 25.3% increase in brand awareness (measured by Nielsen’s Digital Brand Effectiveness Study)—just some of the many wins in the course of building the Nudges brand from its inception to becoming the #1 natural meat treat sold in Walmart.

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Callahan built the Nudges brand from its inception to become the #1 natural meat treat sold in Walmart.