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Nestle Purina conducts Beneful campaign

Pet food company Nestle Purina has begun a campaign for its Beneful brand. The campaign, developed by Spider Marketing Solutions of Toronto, is intended to encourage Canadians to demonstrate their bonds with beloved pets. A national contest will run from May 15 to Aug. 15. Consumers are invited to submit photographs of themselves with their dogs to a newly-constructed website at <http://www.benefulbestfriends.ca>. The winners will be selected by online voting. The top three prizes are $10,000, $5,000 and $2,500 in cash. One additional entrant will win a digital camera each week for 10 weeks. Personalities from CMT and W Network will also help judge the top ten weekly winners. The contest is being promoted with in-store materials, including special packaging, shelf displays and coupons. In addition, special events will be held at Wal-Mart stores nationally on May 24 and 31. Advertising includes Web banner ads on Sympatico/MSN and television commercials on CMT and W Network. "'Canada's Search for Beneful Best Friends' is an opportunity to creatively introduce the Beneful brand to dog owners through an experiential campaign that underscores how much we love our pets," says Sharen Hills, senior strategist for Beneful at Nestle Purina. "The program is the first of its kind on the brand and involves user-generated content, which is exploding right now."

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