Del Monte focuses on consumer education with latest pet project

Power of Paws is an educational effort by Del Monte Foods to inform consumers about the physical, mental, and emotional benefits that develop from pet ownership.

Objective: Power of Paws is an educational effort by Del Monte Foods to inform consumers about the physical, mental, and emotional benefits that develop from pet ownership. The campaign builds on messaging already employed by the company's pet brands that promotes active relationships between owners and their pets.

Idea: "The idea came from a survey of the marketplace," said Lisa Henriksen, VP of pet innovations for Del Monte. "We were looking to make a positive contribution to pet [owners and their pets], and wanted to acknowledge how [their] needs were being met." The key message, a play on the campaign name, is to "pause" to spend time with pets, as well as emphasizing the possible health benefits that follow. To broaden the reach of the campaign, Del Monte sponsored Discovery Health Channel's documentary Pets and People: The Power of the Health Connection, which premiered July 20. It also created partnerships with pet-related organizations, like the Animal Medical Center in New York City.

Tools: With Discovery Health, Del Monte kicked off the campaign through a launch party, where celebrities, like Nicky Hilton and her dog Bon Bon, walked the grass carpet. It created the Web site (powerofpaws.com) to give consumers a venue to pose questions to a pet expert, as well as interact through comments and viral videos.

Meausurement: Success will be measured by the number of registrations and visits to the site, as well as media impressions.

Organization: Del Monte Foods' pet brands (Milk-Bone, Meow Mix, Kibbles 'n Bits, etc.)

Campaign: Power of Paws

PR team: MS&L

Other marketing: Cause marketing, promotions, online advertising, and event marketing

Launch: July 16

Budget: Undisclosed

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