Retail Merchandiser - March/April 2018 - 11

"

DOG FOR DOG

We started with a concept to
help dogs in need and it became
much bigger than we expected.

"

DOG For DOG has been sold in more than
15,000 stores nationwide and has had
premium end cap placement.

DOG For DOG's "DOGSBAR" treat
when it came plastic-wrapped with an
issue of the magazine.
"We stuck a DOGSBAR in a bag
with each magazine, but a lot of the
subscribers didn't look at the ad, and
assumed it was a free snack bar," Flock
remembers. "A lot of them ate it and
The Wall Street Journal did an article
about the many people - who remained
anonymous - including a TV studio
president and a New York Times correspondent, who admitted to eating it."
DOG For DOG generated such an
enormous buzz from 2010 through 2016
that Flock says it is arguably one of the
fastest-growing dog food companies in
the country. "We saw significant growth
from January 2016 when we were doing
about $360,000 in revenue to December
2016 when we were doing almost $1.7
million in revenue," he adds. "We saw a
straight line up in terms of revenue."

the health of dogs. Some of the company's products include DOGSTREAT,
DOGSFOOD, DOGSBUTTER and
DOGSBAR. "As we've demonstrated,
our dog food and treats are high enough

Upfront

quality for humans to eat," Flock quips.
"But seriously, the DOGSBAR, for
example, is ideal for malnourished dogs
and gives them a lot of critical vitamins
and minerals. It is a 100 percent natural
peanut butter nutrition bar for dogs but
is also healthy enough for humans to
eat." The company also created a line
of toys, beds and dog accessories; it also
makes a donation to a dog in need for
each purchase.
DOG For DOG has been sold in
more than 15,000 stores nationwide and
has had premium end cap placement.
The company's social media campaigns
have created more than 200 million
media impressions. DOG For DOG
has 188,000 Facebook likes, which is
one of the largest social presences in the
industry, and #DOGFORDOGPAWS
has more than 60,000 user-generated
posts on Instagram.
DOG For DOG also created a national television show, Save Our Shelter, to
promote the brand. Fully funded by the
company, the show airs on The CW in
the United States and on Freeform, formerly known as ABC Family, in Canada.
"We have 1.2 million viewers every week

Some of the company's products
include DOGSTREAT, DOGSFOOD,
DOGSBUTTER and DOGSBAR.

Launching an Empire
DOG For DOG has more than 20
different products that contribute to
Volume 58, Issue 2

RETAIL-MERCHANDISER.COM

11


http://retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
Retail Merchandiser - March/April 2018 - 6
Retail Merchandiser - March/April 2018 - 7
Retail Merchandiser - March/April 2018 - 8
Retail Merchandiser - March/April 2018 - 9
Retail Merchandiser - March/April 2018 - 10
Retail Merchandiser - March/April 2018 - 11
Retail Merchandiser - March/April 2018 - 12
Retail Merchandiser - March/April 2018 - 13
Retail Merchandiser - March/April 2018 - 14
Retail Merchandiser - March/April 2018 - 15
Retail Merchandiser - March/April 2018 - 16
Retail Merchandiser - March/April 2018 - 17
Retail Merchandiser - March/April 2018 - 18
Retail Merchandiser - March/April 2018 - 19
Retail Merchandiser - March/April 2018 - 20
Retail Merchandiser - March/April 2018 - 21
Retail Merchandiser - March/April 2018 - 22
Retail Merchandiser - March/April 2018 - 23
Retail Merchandiser - March/April 2018 - 24
Retail Merchandiser - March/April 2018 - 25
Retail Merchandiser - March/April 2018 - 26
Retail Merchandiser - March/April 2018 - 27
Retail Merchandiser - March/April 2018 - 28
Retail Merchandiser - March/April 2018 - 29
Retail Merchandiser - March/April 2018 - 30
Retail Merchandiser - March/April 2018 - 31
Retail Merchandiser - March/April 2018 - 32
Retail Merchandiser - March/April 2018 - 33
Retail Merchandiser - March/April 2018 - 34
Retail Merchandiser - March/April 2018 - 35
Retail Merchandiser - March/April 2018 - 36
Retail Merchandiser - March/April 2018 - 37
Retail Merchandiser - March/April 2018 - 38
Retail Merchandiser - March/April 2018 - 39
Retail Merchandiser - March/April 2018 - 40
Retail Merchandiser - March/April 2018 - 41
Retail Merchandiser - March/April 2018 - 42
Retail Merchandiser - March/April 2018 - 43
Retail Merchandiser - March/April 2018 - 44
Retail Merchandiser - March/April 2018 - 45
Retail Merchandiser - March/April 2018 - 46
Retail Merchandiser - March/April 2018 - 47
Retail Merchandiser - March/April 2018 - 48
Retail Merchandiser - March/April 2018 - 49
Retail Merchandiser - March/April 2018 - 50
Retail Merchandiser - March/April 2018 - 51
Retail Merchandiser - March/April 2018 - 52
Retail Merchandiser - March/April 2018 - 53
Retail Merchandiser - March/April 2018 - 54
Retail Merchandiser - March/April 2018 - 55
Retail Merchandiser - March/April 2018 - 56
Retail Merchandiser - March/April 2018 - 57
Retail Merchandiser - March/April 2018 - 58
Retail Merchandiser - March/April 2018 - 59
Retail Merchandiser - March/April 2018 - 60
Retail Merchandiser - March/April 2018 - 61
Retail Merchandiser - March/April 2018 - 62
Retail Merchandiser - March/April 2018 - 63
Retail Merchandiser - March/April 2018 - 64
Retail Merchandiser - March/April 2018 - 65
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Retail Merchandiser - March/April 2018 - 78
Retail Merchandiser - March/April 2018 - 79
Retail Merchandiser - March/April 2018 - 80
Retail Merchandiser - March/April 2018 - Cover3
Retail Merchandiser - March/April 2018 - Cover4
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http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
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http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
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