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Digital-first Scratch Pet Food launches dog park activation

(Source: Scratch Patch)

Australian dog food company Scratch Pet Food has found a way to engage with pets – and their keepers – offline, creating a pop-up dog park in Melbourne.

The Scratch Patch, which is located at Fitzroy’s Edinburgh Gardens, includes a number of dog zones such as an obstacle course, swimming pools, a stick library for dogs to borrow from, a tuck shop filled with treats and plenty of colourful installations for their keepers to enjoy.

The activation was designed by the business’ Melbourne team during the lockdowns as a way to reconnect with patrons in real life after time apart.

Scratch co-founder, Mike Halligan said the team wanted to create the ‘ultimate experience’ for dogs.

“Melbourne is our hometown and we feed nearly 10,000 dogs here. Our furry friends kept us going through lockdowns, so to thank them for their loyalty, we’ve spared absolutely nothing when building Scratch Patch.”

The brand became the first B Corp-certified dog food company last month and delivers to its 20,000 customer base via a personalised subscription service. It also donates 2 per cent of all revenue to charities and not-for-profits that work for dog welfare.

The installation is open until March 27. Access is free for City of Yarra residents and Scratch customers, or $10 for others.

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