Crumps | 5&Vine

The rule they were rewriting

Pet treats have traditionally focused on indulgence, offering empty calories with little regard for long-term health. As pets became part of the family, the market still lagged in offering holistic options that truly benefit pets inside and out.

The rule we rewrote together

We helped Crumps’ Naturals redefine the pet treat market by embracing a purpose-driven approach: “Nourishing the Whole Dog.” This strategy addressed the emotional connection between pet parents and their dogs while elevating Crumps’ from a commodity to a care brand. To bring this vision to life, we:

Connected with pet parents:

Through interviews, we uncovered how pet parents view treats as expressions of care. We leaned into this insight to craft a message that resonated deeply: treats that nourish, not just reward.

Slide that says "They are missing the need to feed the whole dog."

Analyzed global trends:

We anticipated the global shift toward human-grade, holistic pet care, applying these insights to position Crumps’ as a forward-thinking leader in the industry.

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Text graphic reading 'Nourish the whole dog – natural dog treats made in Canada."

Whole-dog positioning:

We created the trademarked tagline “Crumps’. Nourishes the Whole Dog,” pairing it with refreshed packaging that told the brand’s story and highlighted its commitment to premium, natural ingredients.

The impact

Crumps’ Naturals successfully carved out a niche in the saturated pet treat market by:

Meeting pet parents’ demand:

Reconnecting the act of treating with the deeper bond between dogs and their people.

Standing out with purpose:

A clear, purpose-driven story and refreshed tagline informed new packaging that helped Crumps’ capture attention at retail and online, building trust and loyalty.

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