Tasked with creating a campaign for April Fools’ Day, Leeway Films Director, Ryan Schwalm and GrubHub created a fake service called KibbleHub that allowed your pets to order the food they want online. The web content video went viral, prompting over 5,000 people to “join a mailing list” for KibbleHub in which GrubHub sent gift cards and donated to a national pet shelter and rescue organization. The video also was named on Adweek’s April Fool’s Day 2013: Best of Brand Hoaxes.