Dive summary:

• New digital campaign from Kibbles ‘n Bits centered on 8-bit game launched on Facebook.
• Game was activated Nov. 1 and 124 people finished the game that first day.
• Target demographic of the game are female dog owners that are between 40 and 45 years old.

From the article:

One key advantage of using a vintage and nostalgic game is to indirectly remind consumers that Kibbles 'n Bits products, owned by Del Monte Foods, have been around for about 30 years. "It reinforces the perception that the products are familiar and well-established," said Zac Maricondia, Draftfcb copywriter.