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Nestlé Purina

purina.com

Nestlé Purina is the second-largest pet food company globally and the largest in America. They have provided best-in-class pet nutrition for more than 90 years. Nestlé Purina encompasses many leading pet food brands, and D Custom worked closely with the Beneful and Purina ONE brands.

The Challenge

Nestlé Purina needed to evoke an emotional response from its consumers to promote brand affinity and generate sales. They needed to connect with customers by focusing on the companionship between humans and their furry friends.

Our Solution

For Beneful, we created a full-fledged content program, including Dog’s Life magazine, an annual publication crafted for dog owners with a circulation of 2.75 million. We also created content for WagWorld.com, an interactive site with content ranging from heartwarming stories about pups and their owners to information about dog-friendly events and spaces around the country. We complemented this with a geolocated app enabling pet owners to scout out pet-friendly spaces nearby.

For Purina One, we developed One Journey — a content campaign anchored by a small, intimate, perfect-bound book that combined touching photography of pets and their humans with heartwarming stories of Purina One customers and their companions across the country. Our award-winning writers and designers developed unique content, design, and photography. The book was delivered as a direct-mail campaign to 800,000 Purina customers. This small tabletop companion embodied Purina One’s love of animals and its focus on nourishing pets and enriching lives.

Deliverables

  • Custom Publications
  • Custom Photography
  • Blogs and Articles
  • Geolocated App

The Results

In our work with Nestlé Purina, we delivered great content in many forms. During our partnership we produced five custom publications, more than 250 blogs, and a mobile app, and won seven industry awards.

Awards

2010 Grand APEX Award, One-of-A-Kind Publications, For Profit, One Journey

2010 Silver Pearl Award, Strategy, Best Tie-In with Corporate Integrated Marketing,  Beneful WagWorld

2010 Bronze Pearl Award, Best Distribution Strategy, Beneful WagWorld

2011 Bronze Pearl Award, Strategy, Best Tie-In with Corporate Integrated Marketing, Beneful WagWorld

2011 Silver Pearl Award, Best Distribution Strategy, Beneful WagWorld

2007 APEX Award, Best Web Feature, “Dog’s Life”

2009 APEX Award of Excellence, Magazine and Journal Writing, “Dog’s Life”

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