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Case Study: How a New Mom and Pop Pet Food Retailer Used Social Media to Achieve $2.5 Million in Sales in Under Two Years

by Kimberly Smith  |  
November 18, 2008

Company: K9 Cuisine
Contact: Anthony Holloway, president of K9 Cuisine
Location: Paris, IL
Industry: Retail, pet products
Annual revenue: $2,500,000
Number of employees: 10

Quick Read

Launched in May 2007, K9 Cuisine helped fill a void created by the tainted-pet-food crisis of spring 2007 by offering pet owners safe dog-food and cat-food products along with reliable and accountable service.

"It wasn't started to be the biggest dog food business in the world; it was started to solve a problem," said Anthony Holloway, president of K9 Cuisine, referring to the lack of product availability and quality service his family had encountered during the catastrophe. "And it didn't take long at all to figure out we were onto something."

Though armed with only a shoestring budget and limited marketing experience, Holloway rapidly turned K9 Cuisine into a thriving business, mostly by letting its products and service speak for themselves.

In fact, he didn't spend a dime on traditional advertising. Instead, he connected with others on forums and blogs who were equally frustrated with the industry, and he used a very soft approach to highlight the company's values and product quality.

Buzz quickly started to build.

Now, less than two years later, K9 Cuisine is bringing in $2.5 million in annual sales and expects to double that amount in the next 8-10 months.

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Kimberly Smith is a staff writer for MarketingProfs. Reach her via

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  • by Kyle Bailey Tue Nov 18, 2008 via web

    While an interesting article their current page, especially the contact us portion throws errors galore. I trust that this is a short term issue.

  • by Kayden Kelly, Managing Director, Tue Nov 18, 2008 via web

    Great, concise, well written case study on Social Media! It is always great to see a small company having success with Social Media. This is the beauty of the Internet.

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