THE ASK

To develop a promotional campaign for the month of May that celebrates Purina’s owned occasion of National Pet Month, drives purchase volume, and supports the brand’s Live Big initiative, which advocates the idea that people and pets are better together.
 

SOLUTION

Praising The Amazing – A pitch-winning promotional and in-store campaign that puts a positive spin on the popular trend of “pet shaming” by encouraging pet owners to praise their pets for the unique ways that they make life together more amazing. (2017)
 

PROMOTIONAL ELEMENTS

#PetPraising Contest – An online promotion that invites pet owners to create a #PetPraising photo sharing how their pets make life better together for the chance to win a professional photo shoot with their four-legged friend to be featured on RealSimple.com. To enter, users can submit a photo of their pet with their own handwritten #PetPraising sign or upload any photo of their pet then digitally insert a sign and add their praise using our online photo editor. 

Purina's #PetPraising Contest received more than 4,000 eligible entries during the promotional period lasting from April 26 through May 24, 2017.
 

Praise Tag Promotion – A national in-store promotion in which customers can text a photo of their receipt to receive a free personalized pet tag from Purina engraved with a customizable message praising their pet. In-store displays featuring pets with #PetPraising signs serve to promote the spirit of Purina's National Pet Month campaign while advertising the free praise tag offer in a big, attention-getting way at the point of purchase.

#PetPraising Photo Booth – An end cap display designed for PetSmart that allows shoppers to snap a #PetPraising photo on the spot. The exterior includes the tools to create a #PetPraising sign while a screen inside lets shoppers share their photos on social media and submit it to Purina's #PetPraising Contest.
 

#PetPraising Park – A sponsored event that involves a play area specially designed for pets, providing shoppers with another way to celebrate their loyal companions on location during National Pet Month.
 

COPY | SAVANNAH HARPER
ART DIRECTION | ADRIENNE EDWARDS &
CHRISTOPHER SWINSON
CONCEPT | SAVANNAH HARPER & ADRIENNE EDWARDS