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Milk-Bone

Media plan book with strategies for Milk-Bone

Goal: Create a media plan book to increase awareness for their dental chew product line


Key Insights:

  • Milk-Bone is a well-known player in the pet food industry.

  • The pet food production industry is in the growth stage.

  • The primary target will be pet parents aged 55+ and the secondary audiences will be individuals aged 20-22.

  • They do not have a diverse media mix. Milk-Bone allocates 100% of its advertising budget towards Internet Display Ads.


The problem: Milk-Bone is not known for their dental brushing chews due to the lack of promotion.


The creative solution: My team and I created an advertising plan utilizing more media platforms such as network tv, magazine, and syndication with a pulsing strategy.


My role: I contributed to research, target audience and media planning.





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