ENABLE SOCIAL OPPORTUNITY: We launched My Dog Cafe, Australia's first ever branded cafe for dogs and owners with dual menus and a dog friendly social environment in Port Melbourne, a favourite dog walking destination.PREVENT GUILT: While working, dog owners used 'Poochcam', a dog feeding device with a built in web cam that could be activated via the My Dog website. These efforts alleviated dog adorers of their guilt while they were out or at work.

Sales growth beat its initial 6% target by spiking at 27% growth and maintained double-digit growth for each period since. The brand achieved highest prompted awareness ever (72% vs. 64% in 2002) and drove over $2 million PR value while the concept rolls out in another Australian city in 2007.