Advertising Age has another great story of marketing. And you know what? They did it the old fashioned way…

AdAge.com: Story of a Dog Biscuit Brand by Randall Rothenberg

Brother Curry is a one-armed Jesuit priest with a Ph.D. in theater history from New York University, who blended his love of performance, his understanding of disability and his calling to help those in need to create the National Theatre Workshop for the Handicapped — and then started the bakery to help raise money to support the workshop.

Problem was, the dog biscuits weren’t selling as well as the pumpkin bread, as Brother Curry (who answers to the first name Rick) was relating to Ken Roman (who once ran Ogilvy Worldwide, one of the world’s pre-eminent marketing-services companies). So Ken introduced Rick to Allen Adamson, who once worked on the General Foods account at Ogilvy and who danced with Cora, the Maxwell House Coffee lady, at her retirement party. Allen now runs the New York office of Landor, the brand-marketing specialty firm which, like Ogilvy, is now part of WPP.

Allen knew immediately how to get more bites by giving the biscuits more bark.

“Brother Curry is the story,” he said. “Because great brands are good, simple stories.”