For the fourth consecutive August, See's Candies is running its DOGust campaign — a month-long effort to raise money for shelter and rescue dogs — this year setting a $105,000 fundraising target that mirrors the California chocolatier's 105th anniversary.
The campaign, which officially launches August 1 (recognized as the universal birthday for shelter and rescue dogs), continues the brand's partnership with the 15/10 Foundation, a nonprofit that funds medical and behavioral care for dogs with conditions that make them harder to adopt. Donations can be made in any See's retail location or online, and the foundation uses proceeds to cover lifetime medical costs for vulnerable animals and to operate free veterinary clinics in underserved communities.
The Product Angle
On the merchandise side, See's is introducing a limited-time chocolate-filled Paw Box alongside a branded bandana — both pup-themed items designed to drive incremental in-store traffic during what is typically a slower post-summer period for confectionery retail. Customers who visit a physical shop during August will also receive a complimentary "S" Medallion dog biscuit for their own pets, a traffic-building tactic that rewards in-store visits and reinforces the experiential dimension that has long differentiated See's brick-and-mortar shops from online candy competitors.
"DOGust has become a special tradition for our company because it brings together our employees and our community for a cause that means so much to us," said Pat Egan, president and CEO of See's Candies. "It's rewarding to create opportunities for our furry friends to thrive."
Why It Resonates for Operators
For food and beverage retailers watching cause-marketing performance, See's DOGust model is worth studying. The campaign pairs a limited-edition product drop with a measurable charitable goal, social-media amplification (the #SeesPetsandPortraits hashtag), and a free in-store give-away — layering multiple engagement mechanics without requiring significant operational lift at the shop level. It's a template increasingly relevant to specialty retail and foodservice operators looking to generate foot traffic and brand affinity beyond a standard promotional discount.
The fundraising goal itself — pegged precisely to the anniversary number — adds a storytelling hook that extends the campaign's media life and gives frontline staff a concrete talking point with customers. As the restaurant and hospitality industry continues to explore community-tied programming as a loyalty driver, tying a dollar figure to a brand milestone is a replicable tactic across categories far beyond confectionery.
See's operates more than 250 shops across the United States and has been a subsidiary of Berkshire Hathaway since 1972, giving the brand both the retail footprint and financial stability to sustain multi-year cause campaigns at scale.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
