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).