Nestle Purina Shows Why It's Top Dog

Nestle Purina did not entirely monopolize the observance of “National Pet Month” in May, but the leading pet manufacturer did secure alpha positioning by staging a multi-pronged national effort boasting multiple retailer overlays.Purina enlisted celebrity power couple and pet lovers Eric and Jessie James Decker to front its “Paw It Forward” movement that encourages pet owners to spend more quality time with their animals. The manufacturer also launched a national fundraiser, made multiple donations to pet nonprofits, and staged an instant-win game as part of the month’s activities.A “Celebrate National Pet Month with Nestle Purina” message and logo promoted the manufacturer’s efforts and found a home at many retailers. Target added the logo to the Purina showcase it hosts within its website. The mass merchant employed a Facebook post and an email blast to link to the destination, which also highlighted Target’s exclusive Beggin’ Littles dog treats and challenged visitors to take the Purina One 28-day challenge and monitor improvements in their dog’s coat, digestion and energy levels. The retailer also used a May 3 circular feature to promise a $5 store gift card with purchase of two select bags of Purina One dry dog food.In stores, the mass merchant outfitted an endcap in the pet department with themed signs. The endcap stocked Beggin’ Littles on a shelf tray and throughout the month also gave seasonal attention to brands including Procter & Gamble’s Iams, Mars Petcare’s Sheba and Freshpet Inc.’s Freshpet (the last also got a callout as a “Made to Matter” participant). Target also promised 20% off new pet product subscriptions through its Target Subscriptions e-commerce auto-replenishment program.Dollar General joined with Purina to stage a “Pet Dash” campaign. In stores, account-specific shelf trays merchandised Purina Dog Chow, Beneful, Friskies, Whisker Lickin’s and T Bonz packages for $1. A May 7 email blast dangled discounts on Purina products, promoted Alpo biscuits as “new in-store May 18,” and linked to a digital coupon for $1 off a 16-ounce package of Alpo dog snacks.Purina enlisted bloggers to promote the availability of its brands at the dollar store chain and encourage consumers to share pictures of a Dollar General bag filled with pet products on Instagram using a designated hashtag for a chance to win $100 worth of Purina coupons.A feature in Dollar General’s May 3 circular promoted Purina along with private labels EverPet and Forever Pals under a “pet friendly low prices” message. The retailer also used Twitter and Facebook updates on May 5 to link to a digital coupon for $5 off a 13-pound bag of Beneful dry dog food.ShopRite partnered with Purina to spotlight its download-to-card digital options. The grocer used circular features, a home page carousel ad and a Facebook update to direct consumers to a dedicated web page within Shoprite.com for $10 worth of Purina pet coupons, handled by Brisbane, California-based You Technology. The retailer also offered $5 off a future receipt with purchase of $15 worth of Hartz pet brands including Oinkies and Dura Play.Meanwhile, Delhaize America’s Hannaford eschewed a brand partner to instead leverage the month’s designation to promote the “Healthy Saver Pet” program it launched last year. An offshoot of the chain’s “Healthy Saver Plus” prescription drug program, Healthy Saver Pet provides 30-day or 90-day supplies of veterinary prescriptions for $4 and $9.99, respectively. Members also receive up to 30% off pet medicine for short-term treatments and exclusive discounts on pet-related products. Enrollment in the pet program is free and does not require membership in Healthy Saver Plus.Consumers who joined the program in May received a coupon for $5 off a $10 category purchase. Violators and stanchion signs plugged the program in stores, encouraging shoppers to enroll at the pharmacy. A pair of features in the chain’s April 26 circular supported.Additionally, a display ad on the chain’s website and ads in multiple email blasts promoted a “Cutest Pet” sweepstakes awarding three winners with a $100 store gift card plus a $500 donation to an animal shelter of their choice. Facebook fans entered throughout May by submitting a picture or video of their pet. All entrants received a coupon for $1 off a pet product purchase. New York-based Offerpop handled the sweepstakes, and a May 3 circular feature, a May 1 Facebook update and multiple Tweets supported.In the consumer electronics channel, Best Buy – which has been increasingly using the standard CPG seasonal playbook to provide thematic relevance to its own categories – staged a contest in May awarding vacuums designed for pet owners. Consumers entered by submitting a photo of their pet and explaining why they need the vacuum.Public voting on the retailer’s Facebook page among 50 judge-selected finalists determined the winners. Five grand-prize winners each got a Dyson V6 Animal, five first-prize winners received a Bissell PowerGlide, and five second-prize winners got a Hoover WindTunnel 2. Gage Marketing Group, Minneapolis, administered the contest.

Nestle Purina Shows Why It's Top Dog

P2PI MEMBERS

JOIN P2PI

Related Images

Company

Market Segment

P2PI MEMBERS

JOIN P2PI

Related Images

Related Articles

Company

Market Segment