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.
While cat trends continue, the pandemic has added to overall slow-growth treatment of the cat food market.
Premiumization and humanization, as well as automation, fueled continued operation growth in spite of the COVID-19 pandemic.