Purina® Pro Plan® Unveils New Integrated Marketing Campaign Focused on Unleashing Greatness in Every Dog

New Campaign Launches During 136th Annual Westminster Kennel Club All Breed Dog Show on USA Network and at Madison Square Garden in New York City

News provided by

Nestle Purina PetCare

Feb 14, 2012, 10:00 ET

ST. LOUIS, Feb. 14, 2012 /PRNewswire/ -- Greatness lies in every dog, but it takes a motivated pet owner to bring it out. This is the key insight behind the new Purina® Pro Plan® integrated marketing campaign, "Inside Every Good Dog is a Great Dog." Created by Leo Burnett and Arc Worldwide, the campaign includes a full complement of television, social, mobile and out-of-home components.

(Logo: http://photos.prnewswire.com/prnh/20120214/CG52838LOGO-a)

(Logo: http://photos.prnewswire.com/prnh/20120214/CG52838LOGO-b)

The campaign launches during the prestigious 136th Westminster Kennel Club All Breed Dog Show in New York City, where Nestle Purina is the official pet food sponsor of this year's show.

Purina Portfolio Director of Specialty, Breeder and Pet Acquisition Candy Caciolo believes the campaign will resonate with involved pet owners, saying, "We believe in unleashing greatness in every dog. Our campaign clearly conveys this message and champions our premium Purina Pro Plan brand as a key ingredient for pet owners to uncover greatness in their dogs."

The "Inside Every Good Dog is a Great Dog" campaign includes:

A television commercial titled "Great" airing during the Westminster Kennel Club All Breed Dog Show on Feb. 13 and 14 on USA Network. The commercial is also accessible online. (http://www.youtube.com/watch?v=6D3rwe-386c)
An interactive mobile website (http://www.ProPlan.com/great) available for dog lovers near and far to learn more about their four-legged friend. The application is comprised of more than 180 different breed profiles outlining specific interests, unique and sometimes little-known qualities, or even a breed's ability to learn new tasks and tricks. This application is also accessible on Facebook.
A Facebook application titled "Great Video" allowing users to upload photos of their own dog to the Purina Pro Plan's "Great" TV spot and share on their Facebook page. (http://www.facebook.com/ProPlan)
Out-of-home advertising consisting of a wrapped New York City bus touting the "Inside Every Good Dog is a Great Dog" tagline and campaign visuals. The bus will be wrapped to complement the Westminster Kennel Club All Breed Dog Show taking place at Madison Square Garden.

According to Tony Rogers, singer/songwriter of the television commercial "Great" and VP, Creative Director of Leo Burnett and Arc Worldwide, "We hope this campaign inspires people to take the joy and pride of owning a pet to a new level. We believe that inside every good dog is a great dog, no matter what the shape or size, and we encourage dog owners to help their dogs realize greatness, every day."

Nestle Purina PetCare (http://www.nestlepurina.com/), a global leader in the pet care industry, promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets. The North American headquarters for Nestle Purina is located at Checkerboard Square in St. Louis, Missouri. Nestle Purina is part of Swiss-based Nestle, the world's leading nutrition, health and wellness Company. Passionate pet owners strive to help their dogs and cats achieve greatness in any way they can. That's why Purina Pro Plan® has created a complete line of dog and cat food made with high-quality ingredients for outstanding nutrition and taste, in a variety of formulas to help meet your pet's unique needs based on life stage, lifestyle and breed size.

Leo Burnett Worldwide (www.leoburnett.com) is one of the world's largest agency networks and the parent company of Leo Burnett and its marketing services arm, Arc Worldwide. Leo Burnett, a HumanKind communications company, has a simple and singular approach: put a brand's purpose at the center of communications to truly connect with people. Leo Burnett, one of the most awarded creative communications companies in the world, creates "Acts, not just Ads," for some of the world's most valuable brands including The Coca-Cola Company, Kellogg's, McDonald's, Hallmark, P&G, Allstate and Nintendo.

SOURCE Nestle Purina PetCare