New online pet store, Swaggle, has celebrated its launch with a treasure hunt style launch stunt at Sydney's Rose Bay Beach, orchestrated by specialist retail agency The General Store.

The stunt, aptly named the 'Swaggle Hunt', involved burying a large bone at Rose Bay Beach, which was then discovered by dogs during their regular morning walk. The event encourage dogs to dig up and win a range of Swaggle products and treat, with a grand prize valued at $2000.

Head of Marketing at Swaggle, Emma Wynne, said: "Swaggle is all about delivering pet happiness and making your pet parenting journey easier via our petsonalisation engine, along with Australia’s leading brands, free vet advice and features like 30% off your first Auto-Delivery*. What better way to celebrate pet happiness than with a fun-filled Swaggle Hunt, digging up a giant bone with tonnes of happy pets and pet parents."

The stunt attracted significant media attention, with Channel 7's Sunrise broadcasting live from the location. Celebrity vet Dr. Katrina Warren and influencers including ex-Bachelor star Jimmy Nicholson and wife Holly Kingston were also in attendance.

CCO of The General Store, Marcus Tesoriero, said: "It’s no secret that dogs love bones. That’s why we wanted to create the biggest one possible to give a bunch of dogs the best darn day of their lives." He further commented on the irony of the idea, "Dogs literally helped dig up and unearth the Swaggle brand themselves – a fun launch for Australia’s happiest online pet store."

Swaggle, part of the Coles Group, offers a 'petsonalisation' service, enabling pet owners to find and understand the most relevant products for their pets, regardless of their age, breed, or life stage.