Blue Buffalo Funds a New Year's Pet Food Switch

General Mills' Blue Buffalo encouraged consumers to “start 2022 off on the right paw” with a purchase incentive running across multiple retailers. Aligning with the rise of humanization in the pet industry, the effort's creative messaging extended the idea of health-focused New Year's resolutions from humans to pets, with a call to action encouraging shoppers to switch to the brand as a more nutritious option.Shoppers who spent $25 or $55 on the brand from Nov. 22, 2021, through March 1, 2022, and uploaded their receipts through text, email or promotional website switchtobluebuffalo.com received a $5 or $15 digital reward, respectively. Walmart and Petco shoppers received digital gift cards for those retailers while Tractor Supply Co. shoppers were mailed a physical gift card. Purchases from other unspecified participating retailers were rewarded with a prepaid Visa card. Snipp, Vancouver, British Columbia, handled.Retailer-specific support included brand showcases within HEB.com, TractorSupply.com and Walmart.com, the latter supported by a home page carousel ad. At Walmart, Blue Buffalo also gained secondary merchandising space with a custom pallet display that included use of a QR code. The brand ran a similar "Blue Year's Resolution" promotion at Walmart from Dec. 19, 2020, through March 1, 2021, and at Kroger in 2020.In current account-specific activity, Blue Buffalo is promising to donate $1 to Sierra Delta (up to $275,000) for every small bag of its dog food purchased at Walmart throughout March. A brand showcase within Walmart.com, and Facebook, Twitter and Instagram updates from Blue Buffalo and Sierra Delta spotlight the program. Blue Buffalo and Walmart in November 2020 ran a similar effort for the nonprofit, which helps pair wounded veterans with service dogs, to tie in to the observation of Veterans Day.

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