Case Study: Pillsbury™ Limited-Edition Crescent Mummy Dog Costume

When you think of Halloween and snack-fun, one recipe stands out: the Pillsbury™ Crescent Mummy Dogs. To bring that whimsy to our four-legged family members, we partnered with Pillsbury to create the limited-edition Crescent Mummy Dog Costume. This project combined pet-costume creativity with iconic brand heritage, giving dog-lovers and snack-fans alike a playful way to participate in the season.

Background

Pillsbury has long been known for easy baking moments, and their Crescent Mummy Dogs are a hit each October. Meanwhile, pets are very much part of family culture, and Halloween costumes for dogs are growing in popularity. The idea emerged: why not give pet-owners a piece of the fun that ties back to Pillsbury’s signature recipe, while staying on brand, seasonal and share-worthy?

Challenge

Several key challenges needed to be addressed:

• Brand alignment: The costume had to reflect the Pillsbury identity in a way that felt authentic while staying tasteful and fun.

• Pet comfort and sizing: The costume had to work for a variety of dachshund dogs (adjustable straps, correct sizing, safe materials). 

• Exclusive/limited appeal: As a limited-edition item, it needed to generate urgency and excitement while managing production, logistics and lead time.

   

Strategy

We transformed Pillsbury’s Crescent Mummy Dog recipe into a fun, pet-safe costume that balanced comfort and brand authenticity, available exclusively as a limited-edition item to spark excitement and collectability.

Execution

Working closely with Pillsbury, we developed and produced the design and managed logistics. The launch was timed to hit just before Halloween, aligning with the annual Crescent Mummy Dog recipe buzz and driving strong seasonal engagement.

Results

• Strong social engagement: Pet owners shared images of dogs in the Crescent Mummy costume, which increased brand visibility and created user-generated content around the collaboration.

• Brand alignment and extension: Pillsbury successfully extended its brand from baking into lifestyle/merch for pets, reinforcing its fun, family-friendly identity while giving owners a way to include their pets in the brand experience. 

Conclusion

The limited-edition Crescent Mummy Dog Costume collaboration with Pillsbury shows how a brand can stretch its iconic recipe story into a fun, lifestyle merch item that reaches new audiences and creates memorable moments. By staying true to the brand, focusing on product comfort and sizing for pets, and executing a well-timed, story-rich campaign around Halloween, we delivered strong demand, brand-fit, and social buzz.