A campaign was launched in, snowy, cold and wet December, aimed towards tough dog owners who spend lots of time outside every year. They were praised and informed that a big dog gave a big discount at Playground, because big dogs spend more time outside. Different sized "sandwich dogs" with the message were marched around town, signs were put up at dog exercise yards, 3000 “dog owner treat” flyers were handed out, owners were treated with coffee and cinnamon buns and they were all invited to measure their dog and equip themselves for when it’s snows, is stormy, or rains cats and dogs.

The campaign, run in the cold December, was aimed at those out walking their dogs. Playground showed them how to appreciate all sorts of new adventures, but only if they were properly equipped. As flattery and encouragement, dog owners were rewarded with a playful discount - the bigger their dog, the bigger the discount!

1,650 tough dog owners came to the store with the flyer and their dog and measured their pet to get the discount. Several of them are regular customers today and they act as excellent ambassadors for Playground - the store that tells you to 'get out'. Many customers without a dog waited to make a purchase and returned a few days later with apparently borrowed dogs to secure the discount.