Project Description
Treat Street was a playful, community-driven Halloween activation for dogs and their humans. In partnership with The Farmer’s Dog, we created NYC’s first-ever dog-centric trick-or-treat experience—an immersive, pup-sized neighborhood featuring three custom-designed houses stocked with bite-sized Snap Sticks. Rolling out across high-traffic dog parks, the activation blended festive design, sampling, and community engagement into a city-wide moment of Halloween cuteness.

The activation launched as a New York City tour with four pop-up events near popular dog parks and Halloween-centric gatherings, including Chelsea Waterside Dog Park, Union Square North Pedestrian Plaza, Washington Square Park’s Halloween Dog Parade, and Domino Park Woof-O-Ween. Each stop invited dogs to trick-or-treat through a trio of custom-fabricated haunted dog houses—Witch’s Cottage, Howl-o-Lantern, and Boneyard Doghouse—designed as vibrant photo moments and branded treat destinations.

Guests received free Snap Stick samples, with opportunities to take home full bags through email capture and an exclusive six-month free subscription offer, driving both trial and long-term brand consideration. Professional dog-and-owner portraits were captured in partnership with @nycstreetdogs, extending the experience into social channels.

The program peaked at the Washington Square Park Halloween Dog Parade with a plussed-up footprint, professional pet photography, local dog-fluencers, and on-site dog adoption opportunities with Waldo Rescue. As a presenting partner of Woof-O-Ween at Domino Park, The Farmer’s Dog reinforced its role as a joyful, community-first brand.

Treat Street transformed a seasonal moment into a high-energy, highly shareable brand experience by combining thoughtful design, neighborhood storytelling, and genuine connection with NYC’s dog-loving community.