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Nestlé Purina and Cincinnati-based Kroger Co. have joined forces for their second annual “Tales for the Pet Lover’s Heart” campaign, which celebrates people’s connection to their pets while raising funds for animal welfare organizations across the United States. The companies expect to donate a combined $150,000 to such organizations this year and will air six pet lovers’ stories in a nationally televised special this fall.
The campaign, which runs through November, invites pet owners to share their favorite stories about their companion animals with Purina and Kroger online at www.TalesForThePetLoversHeart.com. For each story shared, the companies will make an additional donation to animal welfare organizations.
“There is an unmistakable bond between people and their pets,” noted David Tornberg, marketing manager at St. Louis-based Nestlé Purina, a division of Swiss company Nestlé S.A., the world’s largest food company. “Nestlé Purina is committed to promoting responsible pet care, humane education and community involvement. Our project with Kroger enables us to further engage pet lovers with a program that gives back to the communities in which our consumers live and allows us to share endearing stories about the human-pet relationship.”
“Aligning our family of stores with one of the world’s leading pet food manufacturers allows us to recognize the special bond our customers share with their pets,” added Bill Dankworth, VP, grocery/direct store delivery, for Cincinnati-based Kroger.
In addition to tales selected from the submissions received during the campaign, the “Tales for the Pet Lover’s Heart” TV special will feature such stories as former racing greyhounds getting the chance to become pets, how dogs sniff out danger, and the ways in which an animal trainer prepares performing cats and dogs to be ready for prime time. The special is scheduled to air in November.
Meanwhile, the “Tales for the Pet Lover’s Heart” Web site includes information about the TV special, tips for helping homeless pets find homes, and fun family activities for caring for and communicating with pets. Stories submitted by Aug. 31, 2009, will be considered for inclusion in the TV special.
To support the initiative, Kroger is rolling out specially designed “Tales for the Pet Lover’s Heart” displays, as well as point-of-sale and in-store and circular coupons, across its family of stores. DunnhumbyUSA, a Cincinnati-based data management, customer analysis, and insight-led planning company that has worked with Kroger since 2003, will monitor the campaign and pinpoint ways to enhance customers’ shopping experiences.