Nestle Wants Pets to Have 'Good Food, Good Life' Too

Nestle Foods again this week picks its Purina division to be the backbone of its periodic "Good Food, Good Life" FSI event. Seven of the event's 13 pages are dedicated to Purina's "Million Meals" campaign, through which the company provides meals to one million shelter animals per year. Consumers are directed to purina.com/petfinder to locate pets available for adoption. Featured brands include Mighty Dog, Alpo, Fancy Feast, Friskies, Tidy Cat and Pounce. "Good Food, Good Life" was featured in Valassis inserts on Sept. 12. The program last ran on Feb. 1. (See Related Articles.) The cover highlights Nestle web sites meals.com, verybestkids.com and verybestbaking.com. The campaign gained feature space in circulars for such retailers as Safeway, Pathmark, Walgreens, Rite Aid and Longs. Account-specific overlays include: Ahold USA's Stop & Shop and Giant Landover divisions offer a $10 discount off Warner Bros. Scooby Doo 2 video with the purchase of four Nestle products. Participating brands include Stouffer's, Taster's Choice, Coffeemate and Nesquik. ShopRite dedicates a page of its circular to the initiative and elsewhere co-hosts a sweeps with Nestle awarding a trip to the Kennedy Space Center. Details are at shoprite.com. A&P offers a free two-liter bottle of America's Choice soda with the purchase of four Stouffer's French Bread pizzas. Meijer awards $2 discounts for home videos with the purchase of one Stouffer's Family Style Recipe product. In October, Costco distributed an in-store Fall Savings one-sheet containing $50 in "Costco-exclusive" coupons for candy and energy bar variety packs, Nescafe coffee, Coffee-mate creamer and Carnation evaporated milk. The one-sheet featured Nestle's Good Food, Good Life logoIn other news, Nestle plans to require retailers to meet minimum execution levels on negotiated marketing programs in order to receive trade promotion funding, according to an article in the Sept. 13 issue of Advertising Age. Beginning next year, the company will set performance standards that retailers will have to meet in order to receive funding, and could even stop working with chains that won't comply, according to the article.

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