A recent promotion by pet food company Dog for Dog fooled quite a few people into eating dog food — including a television studio president and a New York Times correspondent.
Dog for Dog recently spent $45,000 to have its gluten-free canine snack bars bundled with an issue of The Hollywood Reporter. But when the issue landed on desks, more than a few readers thought the blueberry-flavored Dogsbar was a treat for them.
“Yes, we heard people ate the dog bar thinking it was for humans,” Lynne Segall, The Hollywood Reporter’s publisher, told the New York Times. “On the plus side, it was gluten-free.”
Dog for Dog is backed by comedian Chelsea Handler, rapper Snoop Dogg and Relativity Media’s Ryan Kavanaugh. For every item bought, the company donates an item to a needy canine.
Dog for Dog chose to include a sample product in this particular issue of The Hollywood Reporter because of its special focus on A-list animal actors.
However, its cover was dedicated to an article titled "How Hollywood Helped Hitler," which may explain why many people didn't realize the snack bar was intended for canine consumption — only readers who flipped inside would have noticed the focus on pets.
“People do sometimes eat the bars by mistake and then there’s a moment where they race to check the label,” said Rocky Keever, the founder of Dog for Dog. “But they’re all quality ingredients, like you’d find in your grandmother’s cabinets.”
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