NESTLE PURINA BEGINS BENEFUL DOG FOOD CAMPAIGN
By Adnews Staff
Nestle Purina has begun a print and outdoor campaign for a new brand of dog food called Beneful. The creative, produced by Lowe Roche of Toronto, describes the product as nutritious and ideal for owners who want to spoil their dogs. The print and transit shelter ads show a man in the rain holding an umbrella over his dog. The tagline is, "When you love your dog this much, you feed him Beneful." The campaign also includes a number of 3D transit shelter installations which produce the illusion that the shelter is full of dogs staring at the ad at one end. "The outdoor portion of this campaign is designed to build awareness of this new brand, so we wanted to do something that was guaranteed to make dog owners stop and stare," said Lowe Roche creative director Geoffrey Roche. The transit shelter ads have been placed mainly around popular dog-walking parks in downtown Toronto residential neighbourhoods. ZenithOptimedia booked the shelters from Viacom Outdoor. The campaign will run until the end of August.