Milk-Bone is lending a helping hand hoping to win over dog-lovers. As reported in the New York Times, the brand is donating a portion of its proceeds to Canine Assistance — a service-dog provider to people with special needs. Milk-Bone estimates it will give around $10 million to the charity. Now that’s definitely something to bark about!

The campaign promotes its products and their benefits (cleaner teeth, fresher breath, a century’s worth of brand trust) right alongside its philanthropic pursuits. For the campaign, Milk-Bone created a Facebook page following the adventures of a courageous service dog and a Twitter feature to encourage brand discussion. TV commercials call the bones “the treat that gives back” — both to pets and society.

In a crowded brand climate, wholesome, cause-based marketing can raise a brand’s profile, further sentiment amongst the segment’s core and overall, leave a lasting emotional impact.

In this day and age, such wholesome, cause-based marketing can really raise consumer sentiment. For these so-called “pet parents,” the message will hit home.