Dog food is a crowded category but despite the competition, most brands approach it in the same way. They focus on features: nutrients, proprietary formulas, healthy coats. But these are all table stakes. Yes, dog food should be nutritious but we felt there was an opportunity to approach it differently — one not focused on the ingredients, but focused on the experience. So we developed a new band — Ventura — focused on feeding life. Our product would incorporate the scents, tastes and textures of things that dogs loved most. We developed a complete go-to-market strategy including packaging, POS, site, app and advertising.