Cereal Treats

The dog treat category felt stale and overly focused on healthy CPG trends. Why can’t treats be fun?

I was tasked to reinvent the category, applying BARK’s signature humor and storytelling to create a collection of joke-packed, nostalgic snack parodies for retail and online.

I led the vision and execution of this one-of-a-kind collection, taking inspiration from classic sugar cereal packaging and snack mascots. My team and I developed nuanced characters, product names, and concepts, ensuring every detail – from packaging to the treats themselves – was truly special. We loved sneaking hidden jokes and easter eggs onto every pack, just like the cereal boxes we grew up with.

Working with sales and marketing, I pitched the collection to Target and PetSmart, securing significant commitments. To drive engagement and trial, I developed digital experiences and iconic walkaround mascots for live events and social media, ensuring these new characters truly lived large.