After receiving thousands of flavor submissions for its Battle of the Biscuits New Flavor Contest, Old Mother Hubbard, a dog treats brand under WellPet, has narrowed down the entries to three final flavors: Apple Pie, Chicken Pot Pie and Peanut Butter & Jelly.
The contest, which kicked off in March 2017, invited pet parents to submit thier own creative dog treat flavor combinations. Now Old Mother Hubbard is calling on pet parents across the US to vote for their favorite flavor, which will become a key treat to the Old Mother Hubbard Classic Line.
“We had the exciting task of narrowing down the flavor submissions from pet parents across the country. Everything from ‘Bacon Cheeseburger’ to ‘Duck Confit Hash’ were suggested, but the wholesome flavors of apple, chicken pot pie and peanut butter were the clear fan favorites” said Chanda Leary-Coutu, director of consumer experience at WellPet. “This next phase of the contest will help us decide how to build on Old Mother Hubbard’s 90-year heritage and tradition of baking the most delicious dog biscuits out there with a new delicious flavor, decided by our fans,” said Leary-Coutu in a press release.
Through November 30, 2017, pet parents can vote for one winning flavor on www.battleofthebiscuits.com. To kick off voting, the three flavors were unveiled at SuperZoo 2017, a major tradeshow for pet retailers held in Las Vegas. The brand hosted an event at their booth where attendees voted for their favorite flavor through an on-site Guitar Hero competition.
As part of the contest promotion, Old Mother Hubbard is partnering with the upcoming film "Pup Star: Better 2gether" by promoting the film on Battle of the Biscuits free-standing displays, shelf talkers and on social media. Air Bud Entertainment, creators of "Air Bud" and "Disney Air Buddies," developed the Pup Star brand. "Pup Star: Better 2gether" will debut on Digital and VOD August 29, 2017.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.