Chilliwack, BC (December 1, 2015) –

Get ready for some serious tail wagging! Petcurean Pet Nutrition’s new SPIKE dog treats hit retail shelves starting this month with a line-up of four flavour-packed jerky treats and a “good doggie”  snack bar. All Brand Design and Packaging is from long-time creative partner, Subplot Design Inc.


“We’ve heard from consumers time and again that they want a high-quality premium pet treat from Petcurean – a brand that they know, love and trust,” said Rick van Schagen, President and General Manager at Petcurean. “SPIKE treats truly are in a category of their own, beating out the competition when it comes to premium ingredients in flavors that we know dogs love.”


The superfood ingredients in SPIKE jerky treats include whole chia seeds, pomegranate and kale. Unlike many treats on the market, SPIKE treats are free from glycerin and bursting with vitamins, minerals and antioxidants to promote overall health. All SPIKE jerky treats are grain and gluten free. Plus, all SPIKE treats are made with premium-quality protein and all natural ingredients, free from by-products, added growth hormones, artificial preservatives, flavours or colours.


SPIKE Jerky Treats are made from premium cuts of human-grade meat, poultry and fish, all hand trimmed and carefully blended with other all-natural ingredients. The jerky is then slow cooked in small batches and naturally smoked with beech wood.


SPIKE Snack Bars for Dogs with Chicken Meal & Sweet Potato are individually wrapped for dogs on the go, made with all-natural ingredients and packed with meat protein and carbohydrates to refuel and recharge your daring and dashing dog.


“With an amazing product lineup from such a respected premium pet food company, we knew that the brand and packaging really had to stand out”, says Matthew Clark, Subplot Founder and Creative Director.


“While this product is a treat with superior nutrition, it needn’t be boring or stuffy”, adds Clark. “SPIKE is a little surprising, a little cheeky, and a whole lot of fun”.



The name SPIKE sets up the playful attitude of the brand (what pet wouldn’t want to be called “SPIKE”?), and the brand logomark echoes the familiar shape of a round dog tag, with a discreet “S”. The packaging features prominent images of dogs “photobombing” the otherwise active-lifestyle scenes of running, flying a kite, hiking and enjoying the outdoors – all depictions of the on-the-go nature of this portable snack. The illustrations by Manda Wolfe feature wonderfully silly and expressive dogs and simple lineart scenes.


Copywriting brings the brand to life with “SPIKE Says” phrases such as, “I came, I saw, I pooped in the shrubbery”; “Overindulgence is a sign of a healthy appetite”; and the brand statement, “Treat others as you would be treated”. Even the packaging’s small copy lines which include, “to open, grab here with teeth” and the product descriptions like “Jerky for active and opinionated dogs” continue the brand personality at every touchpoint.


Subplot has created complete Brand Standards for all elements for SPIKE, from web and digital advertising, to in-store POS, sales collateral and support materials.


The jerky treats and bar are available throughout Canada and the United States at a MSRP of $10.99 (USA) $11.99 (Canada) for the jerky treats and $3.69 (USA) $3.99 (Canada) for the bar.