The campaign, which celebrates the unique bond between people and their pets, invited pet lovers to share their favorite pet tales online and participate in a sweepstakes for the chance to win a year’s worth of groceries from their local Kroger store, a year’s supply of Purina petfood and to have a US$50,000 donation made in their honor to a participating animal welfare organization.
NestlÃ© Purina and Fry’s Food Stores, a division of The Kroger Co., presented a donation check for US$55,883 to the Animals Benefit Club of Arizona, an organization located near the hometown of the grand prize sweepstakes winner.
“NestlÃ© Purina and Kroger are proud to celebrate the Animals Benefit Club of Arizona and all of the participating animal welfare organizations across the country for their ongoing efforts to make a difference in the lives of homeless pets, while celebrating the joy that pets bring to our lives,” said Brendan McKelvey, shopper marketing manager, NestlÃ© Purina PetCare.
Each animal welfare organization will receive a US$5,883 donation, made up of US$5,000 for participating in the “Tales for the Pet Lover’s Heart” campaign and an additional US$1 donation for every pet tale shared online, which was divided equally among the 17 organizations.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.