Milk-Bone leverages tech site to promote brand

Milk-Bone has teamed up with lifestyle technology company Brit + Co. to help launch a new pets destination website at brit.co. To celebrate the partnership, Milk Bone is holding a Halloween "Trick or Treat Best Pet Costume Contest." 

The contest will position the dog treat brand to reach out to an estimated 22 million people who will spend $330 million on pet Halloween costumes this year, according to the National Retail Federation.

Brit + Co.'s rapidly growing platform features DIY projects, innovative apps and gadgets for pet parents.

"Milk-Bone understands the strong bond between dogs and pet parents, and we are so excited to be involved in such an innovative online community that encourages creativity, fun and gives pet parents a new way to express their love of pets online," said Gina Squara, digital director at Del Monte pet products.

The new Brit + Co. Pets hub will feature an array of posts including DIY pet toys, tricks, new pet technology, travel tips and services, how to improve overall pet parenting and gifts for the holidays.

"We are thrilled to be expanding Brit + Co and taking it to the next level," said Brit Morin, CEO and founder of Brit + Co. "More than 60 percent of our online community are pet parents, so we believe this hub, and our partnership with Milk-Bone, is the perfect addition for the continued growth of our site."

The contest runs from now through Nov. 2. Consumers can participate for the chance to win a number of prizes, including a monthly dog box subscription, customizable bed, collars and leashes, as well as a year's supply of Milk-Bone.