An OoldOO doOOOg with new tricks A Madison Mind Campaign Account director

Madison Mind Our Team

Holly Anderson Chloe Colaluca Account Director PR Director Hayley Snell Emily Lynch Creative Director PR Director Karly Nelson Kyla Rosenberg Creative Director Research Director Izzy Pompeo Media Director

2 Account director

Table Of Contents 4 Situation Analysis

21 Campaign Strategy

30 Creative Plan

44 Media Plan

58 Public Relations

3 Situation Analysis

4 Purina was founded in 1894 when founders William H. Danforth, George Robinson, and William Andrews created the Robinson-Danforth Commission Company1. They founded this company at first to feed farm animals presenting animal feed made of natural ingredients such as corn and oats. Previously, it was common to find inexpensive ingredients such as sawdust in animal feeds. The name “Purina” was created to represent “Where purity is paramount,” the first slogan of the company5.

In 1902, the company was renamed Ralston Purina after gaining an endorsement from health expert Dr. Ralston5. Purina Dog Chow took the pet food industry In 2004 the Nestlé by storm in 1956 when it introduced a technology Purina PetCare known as extrusion to create unique shapes now Americas division known as kibble. Purina continued to be a trailblazer in was formed by the pet food industry by acknowledging the need for merging North supplementary proteins and nutrients for dogs. In 1963 America and Latin Purina launched Purina Puppy Chow. Two decades America enterprises. later Purina became the first company to introduce Two years later, Nestlé Purina had the largest share real meat as the first ingredient in kibble1. of the pet food market, holding 32% of the market share4. Purina launched a personalized dog food line The Nestlé Company was founded in 1866 and was “Just Right” in 2014. This pet food line combined pet a pioneer in the condensed milk and infant formula owners’ knowledge with Purina’s nutrition knowledge industry. It is the largest food producer in the world6 to create a custom dog food delivery1. Currently, the andw went on to expand and started leaning towards red and white checkerboard logo is one of the most nutrition, health, and wellness in the early 2000s2. In recognizable logos in the country. The logo was 2001 Nestlé acquired Ralston Purina for $10.3 billion created in Danforth’s memory of the Brown family and merged with Nestlé Friskies Petcare to form who dressed in memorable checkerboard fabric5. In Nestlé Purina Petcare. This acquisition allows Purina to 2015, Nestle bought Merrick Pet Care to help Purina expand the reach of Purina products on a global scale1. expand into the specialized premium market7. 5 Industry Trends The Pet Food Production industry has thrived in Dog food is forecasted to be responsible for 64.9% of recent years. It is anticipated that ownership of pet food revenue in 2019. Dry dog food, commonly animals will continue to grow and benefit the marketed as kibbles, is the most popular category industry. Consequently, industry revenue is projected of dog food. This is due to its low price point and to grow within the next five years as the number of accessibility. Dry dog food can be held at room pets is projected to rise at an annualized rate of 0.5%. temperature without going bad, making it a favorable choice for dog owners6. An expansion in pet ownership has combined with increasing regard towards treating pets as Mass merchandisers are predicted to account individuals from the family, thus promising an for 38.7% of pet food earnings in 2019. These increased purchase of more expensive premium merchandisers such as Target and Costco offer pet foods promoting increased benefits and special large discounts due to their large purchasing power formulas. Birth rates have declined in recent years and carry a large selection of goods. Online pet which has lead consumers to consider pet ownership food retailers are predicted to account for 14.8% as a substitute for having children. Pet parents are of pet food earnings in 2019. E-commerce has more likely to spend on premium and natural pet grown significantly in the past five years due to its foods, this has helped spark economic growth in the specialization in niche pet foods and convenience. industry. A pet parent is a new term in the pet food Supermarkets and convenience stores are the third- industry to describe pet owners who are passionate largest retailers for pet food. Online pet food sales are about their pets and treat them like family6. expected to outlast these sales in the future6.

Industry revenue is projected to expand by 4% in 2019. Strong expansion in pet ownership and disposable income is expected to benefit the industry. When disposable income is high, consumers spend more on goods such as pets and premium pet food. To keep up with increasing demand, industry drivers are anticipated to keep creating formulas and products that promise breakthrough benefits, for example, individualized formulas for age groups6. 6 Competitive Analysis The pet food industry is mostly dominated by four The dog food industry is competitive, there are many key players in the industry. Nestlé holds the biggest ways for competitors to distinguish themselves. market share of the industry at 33.7% since July One of the most important variables in pet food 2019. Mars Inc. has 17.8% of the market share. The competition is price. Product reputation and JM Smucker Company has 11.2%. Lastly, the Colgate- marketing are also very pivotal in influencing Palmolive Company has 6.2%. The rest of the market consumers. However due to recent industry trends, is 33.7% made up of smaller companies6. New price is no longer the most important concern for entrants to the market face several barriers including many consumers. According to a recent consumer FDA regulation, accessing production facilities, and survey, 90% of pet owners view their pets as family being stocked on shelves at stores with customer members. As a result consumers are willing to pay loyalty extra for increased benefits.

Nestlé continues to be the leader in the pet food Veterinarian recommendation of dog food is the industry, but has experienced a sales drop of 2% second most important factor in purchasing. Overall in the past year. The shift towards more premium health and balance is the number one factor. Meat dog food products in mass retailers has launched proportions, organic qualities, and customized the growth of brands that once only distributed to ranges have become more important than specialty stores8. Both Nestlé and Mars Inc. have accessibility and popularity10. Transparency, quality, launched specialty lines to expand into the premium and value are necessary to succeed in the present dog food outlet such as Purina Pro Plan and Wild market. All pet food claims must be supported and Frontier. explicit, it is not enough to claim something as “natural”11.

6 7 Competitive Analysis

Dry Dog Food Manufacturer Where it’s sold Price 1st ingredient

Petsmart, Petco, Amazon, Chewy, Pet Supplies plus, Tractor Purina Dog Chow Nestlé $11.99 (18.5 lb bag)* Whole grain corn Supply Co, Target, Walmart, Sam’s Club, Dollar General Petsmart, Petco, Amazon, Chewy, Pet Purina One Nestlé Supplies plus, Tractor $21.99 (18.5 lb bag)* Chicken Smartblend Supply Co, Target, Walmart, Sam’s Club Petsmart, Walmart, Hills Science Diet Colgate-Palmolive Tractor Supply Co, $34.99 (15 lb bag)* Chicken meal Amazon, Chewy, Petco Amazon, Petsmart, Chewy, Walmart, Ground whole Pedigree Mars, Inc. Petflow.com, Petco, $19.00 (18.5 lb bag)* grain corn Target, Tractor Supply Co Amazon, Petsmart, Chewy, Walmart, Blue Buffalo General Mills Petflow.com, Petco, $29.39 (15 lb bag)* Chicken Target, Tractor Supply Co *Prices may vary, information gathered from Amazon.com and Target.com 8 Consumer Analysis Using 2016 Simmons OneView data we analyzed The median age of Purina consumers is age 40. Dry Dog Food Manufacturer Where it’s sold Price 1st ingredient consumer demographics and psychographics to However there is an almost even distribution of determine our primary and secondary consumers. consumers from age 18 to age 44. There is a smaller Petsmart, Petco, According to the American Veterinary Medical demographic of consumers ages 55 to 66. 80% of Amazon, Chewy, Pet Association, there are approximately Forty-Three Purina consumers are homeowners. This is a strong Supplies plus, Tractor Purina Dog Chow Nestlé $11.99 (18.5 lb bag)* Whole grain corn million households with dogs in the United States. statistic most likely because it is most common to Supply Co, Target, Dogs are the #1 most common household pet in the raise pets in a home. 52% of Purina consumers are Walmart, Sam’s Club, United States. married and 57% have children. The distribution of Dollar General male and female consumers is statistically small, Petsmart, Petco, Outlined on the with males making up 45% of consumers and Amazon, Chewy, Pet Purina One map graphic are females 55%. Nestlé Supplies plus, Tractor $21.99 (18.5 lb bag)* Chicken Smartblend the green states Supply Co, Target, where consumers 81% of Purina consumers are white, 8% are African Walmart, Sam’s Club are most likely to American, and 10% are made up of other races. Petsmart, Walmart, purchase Purina This shows Purina consumers are primarily white. Hills Science Diet Colgate-Palmolive Tractor Supply Co, $34.99 (15 lb bag)* Chicken meal Dry Dog Food. Additionally, 84% are non-Hispanic consumers. Amazon, Chewy, Petco Purina consumers Purina consumers also demonstrate a strong fall mostly within likelihood of being conservative13. This most likely Amazon, Petsmart, the southern and midwestern regions of the United links to the fact Purina is only produced in North and Chewy, Walmart, 14 Ground whole States. This is likely due to Purina’s headquarters South America . However, there is still a margin of Pedigree Mars, Inc. Petflow.com, Petco, $19.00 (18.5 lb bag)* grain corn being located in Missouri. democratic Purina consumers. Target, Tractor Supply Co The primary consumer of Purina Dog Chow has a 31% of Purina consumers are image shapers. Amazon, Petsmart, median Household income of $71,931. More than 20% This means they value health and convenience Chewy, Walmart, of Purina customers have an income of $100,000 and looking good means being healthy to them. Blue Buffalo General Mills Petflow.com, Petco, $29.39 (15 lb bag)* Chicken or more, and 16% fall into the next income bracket However, 28% of Purina consumers are unconcerned Target, Tractor Supply making over $75,000 a year. However, there was also about their health and eat what they want. 14% of Co a strong correlation of people who graduated from consumers trust doctors and medication and rely on high school and only attended one year or less of healthy eating practices15. college being more likely to choose Purina. 9 Brand Analysis Product

Purina hasn’t necessarily had a “life cycle” — they The company that produces Purina Dog Chow is have always been a common household brand/name, over 90 years old. Purina was also the first company as they have established themselves well, since they to introduce food specifically for puppies, in 1963. are a very old brand. However, like most brands, They continued to cater to more niche audiences, Purina has experienced ups and downs. Notably, including cats and dogs, over the years. Purina now Purina began the 1970’s making up over one-third has over 10 specialty brands of food specifically for of dog food sales in the U.S12. However, market share dogs, ranging from wet food to frozen treats to more dropped in the ‘70s and ‘80s. This caused Purina nutrition-conscious food and bacon strip treats. to go down to 10% of dog food sales in 1993, due to The company also prides themselves on being “All- a hostile competitive environment among other American” — their website states that 99% of Purina dog food brands16. The company knew they needed products are made and sourced in the U.S.A. a solution to turn Purina’s image back around, so they attempted to bring loyalty back to the brand by examining the lives and behaviors of dog food consumers. Through their research, Purina nutrition experts found that dogs need consistency in their diet, and it is actually healthier for them than eating a variety of foods. Researchers discovered that a variety of foods in a dog’s diet could cause an upset stomach, digestive problems and generally “finicky behavior.” This in turn created the “Dog Chow Every Day” campaign, stressing the consistency that dogs need in their diet and how Purina’s classic products would be able to fit that need. The overall goal of the campaign was to have a reliable source (the Purina nutrition experts) communicate that switching foods will have negative consequences for dogs and in turn it will be better for their health to consume Dog Chow every day. 10 Place Price

Purina would fall under the category of an Purina offers many products and has continued “intensive” product — it is not an exclusive or niche to expand over the years. None of these products product, and is distributed at most stores (including are priced at a premium level, but they are priced pet stores and retailers such as Target and Wal- differently based on the type of food or treat they Mart). Based on research, Purina’s target market are. They follow the “price line” strategy in this is high-income families, most often families with regard, where a company offers a line of products children (even more specifically, parents between offered at different prices to meet all consumer the ages of 35 to 54 and children between the desires and needs. For example, arguably the most ages of 6 and 17) — they found that these were basic product that Purina offers — Dog Chow — the most common characteristics of dog owners is priced at $22.99 for a large bag, coming in at as a whole). The highest percentage of ages (20%) approximately 50 pounds. Many of the “classic” were in the 35-44 age demographic — a typical and basic products will be cheaper than more age of parents with children between the ages of niche ones. For example, Beneful, one of Purina’s 6 and 17. The median age of respondents was 35.8 nutrition-conscious brands, is priced at $33.99 for (very common age to be married and have young a 40 pound bag. There are specialty treats which or pre-teen children)17. 48.3% of respondents were are priced disproportionately higher than any married, 49.3% of respondents had children in Purina product — for example, a bag of Beggin’ their household, and 70.9% of respondents were Strips bacon strips is $15.99 for a 40 pound bag. homeowners. Based on this research, the target Purina also follows suit with many companies in demographic of Dog Chow is both young to middle- “psychological pricing” — in this case, making every aged adults who may or may not have children, and price end in 99 cents rather than round figures (for are likely to already own a home. example, $15.99 rather than $16). However, despite all of this, Purina still remains a “budget” brand — it’s likely one of the most basic and low-end dog foods overall. When you Google Dog Chow, one of the pages that appears on the first page is the section of the Dollar General website where you can purchase Purina products. 10 11 Promotion

From a simple YouTube search, it is easy to see that Purina has produced many TV commercials over the years, many of them nationwide. These dated as far back as the 1960s, with a Purina and Muppet crossover ad appearing in searches. Following the Purina “American” theme, there are a few ads that relate, for example, the “Great American Chewdown” and “Dog Food Made in USA.” It is likely that the brand stays true to their American roots, since they are very old and for this reason probably pride themselves on being “classic.” However, not all commercials or promotions have this feel. It is easy to tell that Purina has focused on expanding to other audiences, such as millennials. This is evident in the BuzzFeed “Puppyhood” series, a series of mini 3-minute videos showing the adventures Purina is using this is of a 20-something and his new puppy, following their advertising to all the ups and downs along with the various target as many people challenges and joys of having a new puppy in your as possible, especially life. Partnering with a company primarily aimed at those with new furry millennials, it is likely that Purina is trying to expand friends in their lives to that demographic and show all the young people who may or may not out there with dogs (that are likely not quite parents have purchased dog and still under 30) that Purina is a great option for food before. This is their new friend. Many campaigns also focus on a great way to build Puppy Chow specifically, along with the Puppyhood loyalty to the Purina series, there are many TV commercials that show brand early in a dog’s very small puppies and specifically promote puppy life, especially for the chow. This is likely an emotional appeal as people younger dog owners generally have a very strong reaction to puppies that have never owned a dog before and are likely because of how cute they are. unfamiliar with the dog food market. 12 Media Usage Purina Dog Chow

The predominant media platform that Purina utilized to increase brand recognition and make their message more known is spot TV. Spot TV, which is an advertising approach that consists of purchasing 30- 60 second ad placements on a particular TV station, is the dominant advertising tactic utilized by Purina. For Purina, they tend to use this tactic most often, but they also promote their product on cable TV and online videos. However, there is no doubt that spot TV remains as the main advertising technique for Purina advertisements.

Competitors Social Media

As for their competitors, it seems as if Hill’s Science All of these techniques are a classic and normalized Diet advertises mainly through online videos and approach for these companies, and seem to be the Blue Buffalo Co Pet Store uses a variety of advertising platforms they have been using for years. However, techniques such as spot TV, online videos and mobile the best approach to reach consumers in the most web. Hill’s Science Diet in total spends $2,645,478 on efficient way is through social media advertisements. advertising. Additionally, Blue Buffalo Co Pet Store Consumers most generally utilize social media spends $118,007,783 on advertising. Furthermore, platforms to receive information, connect with Pedigree commonly uses spot TV and cable TV friends, or leisurely browse to be entertainment. to advertise, Royal Canine uses online videos and With that being said, advertisements resonate more spot TV, and Iams uses spot TV, and online Videos. when the audience is more active. Since consumers Pedigree spends $84,436,652 on advertising, Royal use media in the form of social platforms, they Canine spends $41,360,242 on advertising, and Iams would be more receptive to the product that these spends $55,677,730 on advertising. companies are advertising, since it is a convenient and easily accessible mechanism. 13 Category Creative Analysis Purina

Purina Dog Chow launched a creative campaign in Though the Americanness of the product is meant to 2015 titled “I Make Dog Chow.” The campaign, which be a uniting factor, it could also drive away potential still defines the brand today, focuses on the Purina consumers who feel excluded from the portrayed employees who make Dog Chow. Each commercial definition of “American.” One commercial does showcases a different employee, their dog and the feature an employee who speaks Spanish, making reasons for which each employee chooses to feed their definition of American more inclusive, and their dog Dog Chow. Dog Chow employees actually more commercials like these could reduce the see how the dog food is made, so their choice to feed negative impact of Dog Chow’s strong alignment it to their dogs is a powerful endorsement meant to with America21. increase the trustworthiness of the product18. Blue Buffalo Purina Dog Chow has consistent branding in terms of messages and colors. The commercials follow Blue Buffalo focuses most on dogs’ natural instincts. the same general format and touch on similar Using imagery of wolves and mountainous nature benefits, nicely tying each piece of media back scenes, the company stresses its use of the very best to the campaign. Green is a recurring color in the natural ingredients and takes pride, in fact, they commercials as well as scenes of nature, blue skies do not use grain in their dog food22. Blue Buffalo and grassy fields, giving the brand a more natural advertisements reuse words like freedom, natural and healthy feel. and family to enforce a dog’s independence and importance23. They encourage customers to choose The brand heavily focuses on America and the their “high quality” product because dogs are friends American origins of Dog Chow. Some employees and part of the family. mention the “American raised chicken” included in Dog Chow. Dog Chow packaging boasts the phrase “Always Crafted in the USA.”19 Dog Chow even partnered with Walmart to donate up to $250,000 to veterans, further emphasizing their ties to America and the domesticity of their product20. 14 Category Creative Analysis Pedigree

Pedigree uses many of these same themes and Creative work in the dog food market varies in many concepts. Like Blue Buffalo, they stress dogs’ role as ways. Competitors tend to have strong branding that a part of the family by featuring dogs participating aligns with company beliefs and values. These brands in family events and gatherings24. They focus on the enforce their brand identity through advertising term good, using it in their slogan “feed the good.” campaigns that focus on the repetition of keywords Pedigree also emphasizes a dog’s ability to bring out and phrases and the use of themes and color the owners’ “good” and the good ingredients in their schemes. food25. There is consistent use of the company’s blue and yellow color scheme to reinforce brand identity. Compared to the brands above, Purina Dog Chow Beneful takes the approach of personifying dogs in takes a different approach when it comes to their marketing. They featuring voice-overs that serve advertising. Leo Burnett, the agency that produced as the voice of the dog, thus enforcing the idea that “I Make Dog Chow,” summarized the campaign by dogs enjoy their product. Fruits and vegetables are saying, “While most dog food companies choose to often used in advertisement designs in order to draw put the spotlight on dogs themselves, or the direct attention to the “superfoods” found in their dog food. benefits of the food, Nestle Purina PetCare has taken a different route and is instead focusing on the Hills Science Diet hardworking employees who make Dog Chow right here in the United States. ‘I Make Dog Chow’ serves to remind pet owners of its high-quality Hills Science Diet seemed to have the least standards and outright passion for making the best consistent voice when it came to marketing. Print dog food.” This approach relies more on storytelling advertisements often use very straight forward and and personal anecdotes from employees regarding clean design. Their name and packaging focus on the product, making the brand feel more personal the scientific side of their brand, however, some of while also distracting from the fact that Dog Chow their video ads are more contemporary. These videos does not have the greatest ingredients. Dog Chow’s use bright colors and design and upbeat music. Hills’ advertising also seems to promote the causes it also has a video ad that features stories from animal supports more than other brands, which is important shelters about keeping rescue animals healthy. The to today’s consumers. branding comes off as much less consistent when compared to other dog food brands 15 Public Opinion Purina Dog Chow has a social media presence on to 200 shares, some of the largest engagement seen a variety of platforms. Their Facebook page boasts on any of their social media platforms. Purina also the largest amount of followers out of any of their teamed up with Buzzfeed to share the stories of the accounts (1,085,382), however, their follower activity on impact that service dogs have on the lives of retired Facebook pales in comparison to that of their Twitter military servicemen. The video they created surpassed account. Purina generates the most user engagement nearly 450,000 views and Purina promised to donate their social media content that involves partnerships one dollar to the Animal Rescue Foundation for every with bigger, more well-known share the video received. Purina’s pro-military and all- organizations or promoting campaigns and causes American company values are seen in all aspects of that have the capacity wide-reaching. However, their brand, ranging from the packaging of the food their Twitter lacks a consistent company-consumer itself to their content on social media. From a political relationship. Within the past year, Purina has only perspective, this could place them at a disadvantage responded 16 times to consumer’s tweets of negative to consumers who do not see the military as highly as experiences with their product and responded over they do. 30 times to positive tweets from followers. Their Instagram has quite a great following rate at 12,5000 Current political trends among specific groups could followers, but the content is not super engaging and negatively affect Purina’s pro-military branding. each post looks the same. They also have accounts Consumers enjoy the variety of options Purina for each brand of food they have which makes their supplies based on which works best for their pets instagram presence confusing to navigate. size, personality/pickiness and health/special needs conditions. They perceive Purina as using healthy Support for military men, women and veterans is one ingredients for a fair price. Consumers also prefer of Purina’s most observable company values that is Purina over others because of the ingredients we portrayed on all platforms of their social media. To use. We are known for processing in the US, unlike spread awareness for the impact that service dogs other companies that outsource to China and other can have on the well-being of military veterans, Purina foreign countries. A common complaint is decreased teamed up with veterans and their families to create accessibility because consumers can’t regularly find a video campaign to tell the stories of military families Dog Chow in as many stores as they used to. They that received service dogs. Purina donated $2,000 to have not had a recall on their dry dog food since 2013, a GoFundMe Campaign to bring home a dog that a however there was a possible salmonella risk within soldier had rescued while serving in Afghanistan. the 3.5lb ‘Purina ONE beyond White Meat Chicken &w This generated over 1,500 likes on Facebook and close Whole Barley Recipe Adult Dry Dog’ bags26. 16 Stakeholders Recently in the news, Purina has been Key Stakeholders: talked about for their new partnership with Bobby Bones on a project revolving around Purina getting more service pets for veterans to Employees help with the trauma of PTSD and other Consumers related issues. This will be adding to their campaign called ‘Service Dog Salute.’27 Potential Consumers Along with the campaign, there is much Nestlé (Purina’s owner) buzz about Purina’s efforts within charity work, including the $31 million dollars of The National Dog Show funding for pet food products given to (Purina sponsors) nonprofits in 2018-201928. They have also been focusing more on sustainability as a Retailers company and it started with their efforts in Farmers Colorado by making their manufacturing companies better for the environment29. Primary Research

We distributed an online survey to gather data about people’s attitudes about dog social media, online advertising, and perceptions of buzzwords. We got 16 responses from college aged students ranging from 18-21. These students were white and attended a large liberal university in the Midwest.

In our primary research, 76% of respondents said they did not follow any dog food accounts on social media. Of the people that do follow dog food accounts, 86% they said they followed 1-5 accounts. To get insight on online advertising we asked how often our respondents watch cable television. 41% answered a couple times a week, whereas 35% said a couple times a month. 59% of our respondents watch Hulu a couple times a week. 24% watch Hulu once a day. 35% of our respondents watch YouTube a couple times a week. 24% watch YouTube a couple times a month. 35% of our respondents currently own a dog. 29% don’t own a dog but their family owns one. Respondents that didn’t own a dog plan on getting one in their mid 20s-40s. 76% of our respondents have heard of Purina Dog Chow, but only 24% have purchased it.

Words Respondents Associate with home: Comfort Family Warmth 18 Key Issues

Purina Dog Chow’s current consumer base is predominantly white and conservative. Part of 1 the reason for this may be the lack of diversity and the strong emphasis on American values displayed in their advertising. To reach a more racially and politically diverse audience, Purina Dog Chow should include more diverse employees in their advertisements and work to expand the idea of what it means to be American. Additionally, Purina Dog Chow should work to reach a more diverse group of ages, such as millennials and Gen Z. They can do this by improving their social media and creating ads that feel less like ads and more like viral videos to entice younger audiences.

Purina Dog Chow’s ingredients have been proven to be nutritionally beneficial for dogs, but 2 this is not well translated to consumers from the ingredient label. Purina was the first dog food brand to acknowledge the need for supplementary proteins and nutrients. However, with the increase of dog owners caring about what goes into their pet’s food, new dog food brands are claiming increased benefits and nutritional quality that isn’t necessarily better than Purina.

People are increasingly becoming “pet parents,” treating their pets more and more like 3 individual members of the family. Based on this, people will want the best possible option nutritionally for their dog. Consumers with this sort of attachment to their dog will be doing a lot of research to ensure that they are meeting the needs of their dog nutritionally — this is an opportunity for Purina to ensure that we have a strong presence online and emphasize the nutrition of our food for a variety of dogs.

18 19 Strengths Opportunities Classic and established brand due to Improve and modernize Purina’s social consistent branding and long history of the media presence company Expand into liberal and diverse markets Have largest market share of the dry dog food industry Inform consumers of Purina Dog Chow ingredient quality Offer a range of dry Dog Chow formulas to cater to special dietary needs

Weaknesses Threats Weak brand presence on social media Shifting market leaning towards more “premium” dog foods Lack of diversity in consumer base New branding could upset existing Purina Dog Chow does not emphasize the consumers nutritional value and quality of ingredients enough Misconception that more expensive is synonymous with better 20 Campaign Strategy

20 21 Primary Consumer John and Molly Jones Age: 22-44 Location: Midwest Race: White Conservative John and Molly Jones are 30-year-old professionals from Minneapolis who graduated from the University of Minnesota. Molly works in consulting. John works as a branch manager at a bank. The Jones just bought their first home together in the suburbs of Minneapolis. Molly and John are both hardworking individuals. They drive a 2015 Ford Explorer. They voted for Trump in the last election for his promise of expanding American jobs but didn’t support all his opinions.

They adopted Lola, a four-year-old retreiver, a couple of years ago. They also have two children, a girl who is 3 years old and a boy who is 5 years old. They don’t go on many vacations or travel due to their young children and dog. However, John and Molly are social and friendly. Molly enjoys baking seasonal baked goods with her kids for fun. John likes to host barbecues with their friends and family. They also enjoy tailgating local sporting events, like Vikings games, and taking their kids to the zoo. John is a good furniture builder and likes making some woodworking pieces for their new house in his free time.

John and Molly choose to spend their money on anything that concerns their health. They are usually one of the first to try a new health food. When they shop they look for healthy and organic labels on products. They love spending their afternoons getting produce from their local farmers market. Even though John and Molly are constantly busy with their family, they still find time to make healthy eating choices and prepare healthy meals. 22 Why John and Molly Jones?

Demographics

The median age of Purina consumers is age 40 and Purina’s strongest consumer is between ages 18 to 44. They are 45% more likely to work as a consultant and are 136% more likely to work as a department, branch or office manager. They are 49% more likely to have 2 children, and have a median household income of $71,931. They are also 18% more likely to identify their political outlook as the “middle of the road” with a slight lean towards conservative values.

Values/ Attitudes

Purina Dog Chow customers disagree that they like to get a new car every 2 or 3 years, meaning that they don’t buy new cars on a frequent basis. They disagree that owning a foreign car is more prestigious than owning an American car — for this reason, many of these consumers own American cars. They fall mostly within the southern and midwestern regions of the United States. 80.9% of consumers are white and 31.3% of consumers are image shapers — this means they value health and convenience, looking “good” means being healthy to them. In this case, this is why John and Molly are health-conscious and put their time and effort into shopping locally and preparing healthy meals for themselves and their children. They are sociable, friendly, cheerful and likable.

Behaviors

Purina Dog Chow customers are 24% more likely to try the newest health food and are 18% more likely to pay just about anything when it concerns their health. They are 59% less likely to own a vacation/weekend home. They are also 13% more likely to tailgate in their leisure time, 22% more likely to visit the zoo in their leisure time and 29% more likely to woodwork/refine furniture in their leisure time. 23 Secondary Consumer Kayla Johnson Age: 18 to 55 Location: Northeast Race: African American Liberal Kayla Johnson is a 21-year-old African American college student at the University of Vermont. She is a senior and is hoping to get a job in business after graduation. Kayla identifies as a Democrat and a feminist. She enjoys driving her 2016 Ford Focus to class. She lives in a rental house with three roommates. Kayla prefers to stay home rather than go out. For fun, she enjoys baking, playing card games with her friends and painting. In the summer she enjoys driving to the beach.

Kayla recently adopted Lucy. She loves taking Lucy on long walks around campus. Kayla isn’t the healthiest eater and likes to eat what she wants. However, she is a vegetarian because of her passion for animals. She doesn’t exercise much besides taking Lucy on walks. She rarely goes shopping due to her busy schedule and low student budget. When she does shop, she shops at local stores on campus.

24 Why Kayla Johnson?

Demographics

There is a strong index of 268 for 21-year-olds that purchase Purina Dog Chow. 7.6% of Purina consumers are African American, and Purina dog chow customers are 112% more likely to be a full-time college student. They are 27% more likely to be planning on being employed in the next year and have some popularity on the East Coast, mostly in Vermont and Connecticut. This makes Kayla an ideal primary consumer, because she represents the audience that we are aiming to appeal Purina to — while these consumers exist, they are not Purina’s primary demographic, and one of our goals is to expand Purina consumption among a more politically and racially diverse audience.

Values/ Attitudes

11.2% of Purina consumers of very liberal. They are 27% more likely to shop at stores nearby and 12% more likely to rarely go shopping. They are 11% more likely to be vegetarian and 26% more likely to enjoy driving. 28.5% of consumers are unconcerned about their health and eat what they want.

Behaviors

Purina Dog Chow customers are 14% less likely to exercise regularly. They are 11% more likely to be vegetarian and 9% more likely to stay at home than go out. They are 58% more likely to bake for fun, 25% more likely to play card games, 39% more likely to go to the beach or lake and are 56% more likely to paint and/or draw. This makes people with personality traits like Kayla a good target to aim for, since they are not the majority of consumers, yet enough of them have the personality traits with a higher index. This will allow them to be receptive to the re-marketing of Purina that we have planned.

25 Strategy Ultimate Business Objective to consume. To best target our primary consumers and the values they associate with the Purina brand, Our main objective is to market Purina Dog Chow we are looking to associate Purina with “American” to a younger and more left-leaning audience, while holidays such as Veterans Day and Fourth of July. In continuing to market to our primary consumer. We associating the campaign with these holidays, we are looking to expand beyond Purina’s “stereotypical” will also be able to appeal to our new target audience target audience of middle-class, white, conservative- — almost everyone celebrates holidays such as leaning individuals and families by also appealing Fourth of July, regardless of their political affiliation to younger and more left-leaning audiences. Our or how strongly “American” they identify. We will main idea is to connect Purina Dog Chow with the have various campaigns and giveaways that will be warm feeling of home and promote the American heavily centered on those days to best represent ingredients. We want to focus on the positive feelings Purina’s “All-American” ideals. Overall, we want to and associations that people have with home as an help Purina increase sales by 15% in the 21-28 year extension of Purina’s “American” branding. According old demographic. We also want to raise awareness, to a survey that we administered, some of these specifically on social media and other media adjectives included “warmth” and “family.” Another channels, by 20% and raise engagement, specifically part we want to stress is that associations such as via YouTube and Instagram, by 35%. home, warmth and family do not lean toward one side of the political spectrum — nor does being an Competitive Advantage American. Associating warm and positive feelings with Purina’s established “American” branding will Purina is an extremely established brand. Unlike allow us to effectively appeal to our new target other brands, Purina has been around for a very long audience, while continuing to appeal to Purina’s time — even things such as the logo are quite iconic; primary consumer. We are also looking to stress that generally, when people see the checker logo they Purina uses real ingredients and is manufactured immediately know that it is dog food, and not only in the United States. In addition, we want to be dog food, but Purina dog food. When many people transparent with consumers about every ingredient think “dog food” they think “Purina.” We want to use in Purina Dog Chow, to reassure them that every this recognizability to our advantage with both old ingredient is nutritious and completely safe for dogs and new consumers.

26 Current and Desired Brand Personality Brand and Branding Strategy

Dog Chow’s current brand personality heavily We plan to brand the “new Purina” through a series emphasizes American and conservative values. of advertisements, giveaways and promotions, just The current campaign focuses on the American to name a few key parts of the campaign. We want employees who make Dog Chow and features the Purina audience to associate the brand with phrases such as “American-raised chicken” and being “up-to-date” —in this case, having a strong “Always Crafted in the USA.” The campaign strives to and credible social media presence. We believe make the brand more personal and local. that social media will be a breakthrough method, especially with younger audiences. Since Purina’s The desired brand personality builds off of the social media channels have had their shortcomings current brand personality, continuing elements such in the past, we believe that this is an area we can as the American ingredients and the support of use to greatly improve traffic, especially through service dogs. The desired brand personality, however, special promotions and branded content. We will is more inclusive, emotional and warm. We plan to be planning these specific events and giveaways connect Dog Chow with the feeling of home and around holidays that are associated with being bringing the brand modernity and playfulness in American, such as Fourth of July and Veterans Day, order to appeal to younger audiences. to stay true to many of Purina’s original values. We want Dog Chow’s social media presence to be Current and Desired Position playful, relatable and cute.

The current position is a leading brand with positive Unique Selling Point American values, such as family, love and giving. Purina is also one of the only dog food brands that Purina is “All-American” — the only dog food strongly supports a consistent cause. Our desired completely produced in the United States. Purina is position for Dog Chow is very similar to the current known by many as an authentic and original brand, position, but we would like to expand the idea of and wants to continue to place an emphasis on local what it means to be an American, thus repositioning quality and nutritious ingredients, therefore high ourselves as a more open-minded and diverse brand. quality food at a reasonable price.

26 27 Timing Our campaign will begin in September 2020 and end Our target market utilizes social media outlets in August 2021. We decided upon these dates in order regularly, making social media the ideal medium to kick start the fall and ring in the holiday season to promote our message as efficiently as possible. with Purina’s new implementations. The days that Instagram and YouTube both are highly utilized will have the most emphasis will be Veterans Day and outlets by people within the 18-24 age category. Fourth of July, as well as Thanksgiving during The Facebook, which is primarily used on desktop National Dog Show Presented by Purina. Starting our displays, is more commonly used amongst the older campaign in September and emphasizing days in the 30-55 age demographic. According to research weeks following our start date will allow our target done by Forbes, in order to reach our target market market to become more aware of these special most effectively, positing between Tuesday and days and events. Centering our product around the Friday from 9 a.m. to 6 a.m. is best for maximum American ideal, these patriotic days will showcase engagement — therefore posting between those our efforts to portray Purina in an “American” way. times, and emphasizing our special days, will enhance our engagement and reach our target Our campaign will be prominent amongst people market. within the age range of 22-44 who live in the Midwest or Southeast United States. This primary market is also encompassed by white conservatives. It will expand to reaching consumers ages 18-55 who live in the Northeast United States. This secondary market includes people that are politically affiliated as liberals. This demographic can be reached using social media platforms such as Instagram, YouTube and Facebook.

A major portion of our budget will be allocated to social media outlets — specifically Instagram and YouTube. We will also gear a smaller portion of our budget toward efforts in regards to Facebook.

28 Creative Brief Goals for the audience Tone

We want the target audience to be able to engage The tone will weave together elements of the current with the brand in a new way. Purina’s social Purina branding and the future of Purina branding. engagement is lacking and we want to aim to We are still classic and reliable, but we are also strengthen your presence on social media. The hopeful, inspiring and uniting. Though we will be audience should feel emotionally connected to the addressing serious issues in our campaign, we will campaign. The advertisements will be feel-good and tackle them light-heartedly and youthfully while inspirational, and consumers should feel uplifted maintaining tact. after interacting with our ads. We want them to feel hope and begin to correlate a sense of pride with The Bottom Line Purina. It’s good to be home. Consumer Insight Final Memo: 31.3% of Purina consumers are image shapers, meaning they strongly value health and convenience. Main Message: Purina provides not only quality dog Emphasizing the benefits and locality of our food but also a better American community. affordable food will resonate with this segment of our audience. Additionally, 80% of our consumers Keyword: Home are white and strongly conservative. We would like to target the large segment of the population that Why you should care: Purina is creating jobs and we are missing, but will keep in mind our current community in your backyard. consumer base as we do not want to lose existing customers. We plan to appeal to both markets by Why you should believe: Purina is actively working continuing our strong American focus but also with communities in the U.S. by donating to challenging the idea of American and demanding a charitable causes and partnering with organizations more inclusive definition. we believe in.

Consumers should feel: Pride, knowing that their dog food is doing more than just feeding their dog. 29 Creative Plan

30 Heading Home Purina Dog Chow is currently thriving as a brand, The Target Audience Appeal but it can definitely use a shot of modernity. Our proposed campaign continues to use the positive Our target audience spans a wide range of ages, aspects of Purina Dog Chow’s current campaign stages of life and personalities, there is one thing while making it more modern, inclusive and everyone in our primary target audience can appealing to a younger, more diverse audience. understand: the feeling of home. Since our campaign moves away from some of the verbiage that We do not, however, want to lose our existing and currently attracts this audience, we will continue loyal audience, which mostly consists of consumers to incite patriotic sentiments through the use of who are older, conservative and white. In order to words such as “home,” “community,” “backyard,” and synthesize Purina Dog Chow’s current branding “homemade.” We believe that since our proposed with our goals for the brand, we developed a campaign is greatly rooted in Purina Dog Chow’s campaign based on a concept that people across all current campaign, the primary audience will demographics, locations and beliefs can relate to: continue to support and purchase Dog Chow. home. The secondary audience is one that Purina Dog The Big Idea Chow is not currently reaching very well: liberals and minorities. By moving away from the overtly The uniting concept of our campaign is the feeling of patriotic and conservative feel of Purina Dog Chow’s home. The relief felt after returning home after a long current campaign, the brand will likely become day and the love felt when one hears their dog’s tail more appealing to the secondary target audience. wagging on the other side of the door is undoubtedly Additionally, like the primary audience, the secondary a shared experience among our target audiences audience can relate to the feeling of home. We also and will play to the emotions attached to these propose that Dog Chow expands its charitable giving events. The concept of “home” also ties directly into to include not only service dogs for veterans but also our Unique Selling Proposition: Purina Dog Chow for those who need support dogs for other reasons. is always crafted in the U.S.A. There’s no place like The new campaign message allows us to continue home, which is why Purina makes all of it’s food right with the core values of the current campaign while here, in customers’ backyards, to be enjoyed by dogs appealing to a wider audience and acknowledging a in their homes. shared human experience. 31 Aesthetics Fonts Title: Montserrat Bold Body: Montserrat Classic

Tagline Homegrown Since 1926

Slogan It’s good to be home Colors

32 Advertising Print: Billboards by supermarkets and convenience stores

Those in our target demographics are more likely to buy pet supplies in supermarkets and convenience stores. By placing billboards on highways near exits for these places, we bring Purina to the forefront of potential consumers’ minds.

33 Advertising Print: Magazines

Magazines advertisements will be used to target our primary audience, who are young families and homeowners. These will feature the emotional aspects of our big idea. Magazines advertisements will also allow us to provide more information on Purina’s brand, their philanthropy and mission.

34 Advertising Audio: Radio

Radio will be used to reach the college-age secondary audience, who are likely users of music streaming services. Short ads on It’s Good to Be Home Radio will be playfulrather than (15 Second Radio Ad) factual, in order to break through the clutter and stand out to (cheerful, upbeat music playing) audience members VO: There’s nothing like coming home after a long day. Boy: Mom, I’m home from school! VO: Especially when your best friend is waiting for you. (dog panting and excitedly barking) Boy: Hey there buddy! (collar jingling, petting noises) VO: It’s good to be home, which is why Purina Dog Chow only uses ingredients grown in the U.S. right in your own backyard. Boy: C’mon boy, let’s go eat. VO: Purina Dog Chow. Homegrown since 1926.

35 Advertising Youtube Video in Collaboration with Buzzfeed: Dog Tales

“The Dog Tales” by Purina Dog Chow and Buzzfeed is a series of videos that follows Fluffy Dog, a two-year- old German Shepherd, as he waits for his humans to come home. Fluffy Dog pulls at the heartstrings with his unconditional love, innocent thoughts and meaningful realizations. All episodes center around the common campaign theme of home, appearing more like an endearing viral video than an advertisement. Brief product placement occurs in each episode and highlights different aspects of Dog Chow, such as the delicious taste and the all- American ingredients. Personality Lifestyle Fluffy Dog has a rough and tough exterior but a soft Fluffy Dog lives in a suburban household with a and fluffy interior, hence the name given to him by family of three: two parents in their mid-30s and the young son in his family. While waiting for his their ten-year-old son. Fluffy Dog loves his family and family to come home, he practices sitting, rolling considers the son his best friend. The parents each over and playing dead because he knows it brings work the standard 9-5, so the first one to arrive home the son joy. He watches the squirrel outside the each day is the son. The two of them reunite every window and hopes to one day befriend the squirrel day as if they had been separated for years and play but is confused why it always runs away when he together until “little human,” as Fluffy Dog calls him, approaches. Fluffy Dog has fun when he’s alone due has to do his homework. After Fluffy Dog “helps” to his curious, dopey and optimistic personality, but him with his homework, the son feeds him delicious his absolute favorite moment is when the school bus Purina Dog Chow, one of the reasons Fluffy Dog pulls up to drop off his best friend. The son feels the loves him so much. The little human and Dog Chow same; Fluffy Dog is the most loyal, loving and happy are two things Fluffy Dog thinks are definitely worth dog a boy could hope for. waiting for. realization or life lesson. 36 Episode Ideas “The Dog Tales: New Year, Same Fluffy Dog”: Fluffy Dog is pretty happy with his life; he’s got a great “The Dog Tales: Meet Fluffy Dog”: Backstory of Fluffy family, he’s made friendship progress with the Dog, including all important elements listed above. squirrel and he spends most of his time playing or sleeping. What more could a dog want? Instead of “The Dog Tales: Chasing Tails and Friendship”: Fluffy making New Year’s resolutions, Fluffy Dog makes Dog studies the squirrel and attempts to befriend it. a list of things he wants to continue into the new Chasing, morse code and sniffing its butt all fail as year. He wants to continue bringing joy to his befriending methods. Hope seems lost until Fluffy family, taking intensive notes on the squirrel, and Dog observes the squirrel’s meal: gross, muddy eating food made with all-American ingredients. acorns. Fluffy Dog decides he will save a few pieces He is content with his resolutions until he sees his of delicious Dog Chow for the squirrel as a friendship little human enjoying a viral video of Buddy the offering. He already couldn’t wait for his best friend German Shepherd shoveling the driveway. Fluffy Dog to get home and feed him his favorite food, and the appreciates the home his family has made for him episode ends with him extra excited for mealtime. and makes his first resolution: to learn how to shovel The end slide prompts viewers to bring home like Buddy so he can make his home an even better something worth waiting for and directs them to a place. The end slide will prompt viewers to visit the coupon for Dog Chow on the Purina website. Purina Dog Chow website to see how Purina makes our shared home a better place through various “The Dog Tales: Thanksniffing”: In this special charities and causes. Thanksgiving episode, Fluffy Dog spends Thanksgiving with his extended family, including Voice: Excited, innocent and slightly scattered, Fluffy a relative’s elderly Basset Hound. The two of them Dogspeaks every cute thought that comes to mind. spend their time sniffing the air and enjoying the He mostly comments on everyday dog activities smells of delicious food, but nothing smells as good but will please the audience with a meaningful to Fluffy Dog as his Dog Chow. Even the Basset realization or life lesson. Hound agrees! Fluffy Dog astutely points out that “My name is Fluffy Dog. My best friend gave me that Dog Chow is the most American Thanksgiving meal name when we first met two years ago. He knew me because all ingredients of Dog Chow were made so well!” right here in the USA. At the end of the meal, Fluffy “12:04 pm: the squirrel chases another squirrel. I Dog can’t wait to get back home; there truly is no knew he liked to play!” place like it! The end slide will emphasize that there “In my 14 dog years of life, I have learned that some is no place like home, which is why Purina Dog Chow things are just worth waiting for.” only uses ingredients from the USA. 36 37 Advertising Broadcast Advertisements: It’s Good to be Home (20 second commercial)

(Upbeat and hopeful music week... semester... or year. playing throughout) There’s nothing like coming home after a long day...

Dog Chow. Homegrown since 1926.

38 It’s good to be home, ...for those who feel which is why we like home. make our Dog Chow ingredients right here in your own backyard...

38 39 Advertising Broadcast Advertisements: It’s Good to be Home (10 second commercial)

(Upbeat and hopeful music playing throughout) There’s no place like home...

...which is why we ...for those who feel Dog Chow. Homegrown make our Dog Chow like home. since 1926. ingredients right here in your own backyard...

40 Advertising Social Media: Instagram

Social media is currently not a communication tool being heavily used by Purina. Our secondary consumer audience is young and active on social media and we want to take advantage of this. By sponsoring posts on Instagram, we can create a presence and personality online, thus sticking with consumers and further enforcing Purina’s brand identity.

41 Advertising Social Media: Facebook

Facebook ads will work similarly, however, they appeal to our older primary audience. Facebook ads can be targeted towards people who are part of dog facebook groups or who like pet-related content.

42 Advertising Social Media: Snapchat

Snapchat will help us reach younger audiences. They will be interactive and allow users to share images with their dogs.

42 43 Media Plan

44 Media Strategy Media Objectives & Target Audience holidays. Using a pulsing strategy that is especially high in January, February, July, September and In order for Purina to move towards a more American November, Purina plans on having five intense feel, as well as more appealing towards health- periods. Furthermore, Purina also plan to utilize conscious consumers Purina has made a proposed Instagram ads and Facebook ads throughout the shift toward focusing many of its efforts on the entire 12 month period of the campaign to keep the promotion of its healthy and wholesome products. pulsing strategy intact and consistent. Emphasizing its unique selling point, which is how Purina is an “All-American” brand which comes from its ingredients being solely produced in the United States, will be evident throughout all of its media efforts. Purina plans on utilizing social media to appeal to its primary target audience which is between ages 22-44. However, Purina will also incorporate more traditional media into its campaign, as Purina’s target market also engages with television, radio and magazines. With these outlets that put a strong emphasis on days such as the Thanksgiving Day Parade, which is also when the Purina Dog Show is held, New Year’s Eve Ball Drop and Veteran’s Day will only increase its audience’s exposure. This media plan is tied to Purina’s target audience because it will utilize Facebook, Instagram and Twitter to efficiently reach the younger portion of its market, as well as radio and news outlets at times that are most accessible, to ensure the higher age demographic of Purina’s target audience consumes its message. Purina’s media efforts is based on a high reach, low frequency plan. Purina should reach 65% of the audience 5 times. This high reach, low frequency is shown through its pulsing strategy and its emphasis on specific months and 44 45 Media Strategy Media Aperture Moment General Reach and Frequency Goals for Traditional Media The ideal moment Purina is most likely to reach its target audience happens to be on these special Since Purina’s primary target audience is white days and months that Purina has chosen to place conservative homeowners ages 22-44, Purina plans emphasis on. Purina plans on releasing long on reaching this wide range of ages, stages of life and short videos that encompass and highlight and personalities under the same premise of the different homecomings from military personnel feeling of home. Executing this message throughout always ending with “It’s good to be home.” Purina the different advertising pulses, and using a will continue to mention how there is nothing like variety of outlets in the form of impact, traditional coming home for the year in terms of a veteran and digital media should improve the amount of coming home, and make this especially significant consumption regarding their message. Placing on Veteran’s Day. Purina’s entire campaign has billboards in regions that are close to where Purina’s been created on the premise of Purina being home, target audience lives, as well as addressing a more along with the broad idea of home, therefore these tailored market in the form of regional magazines videos will definitely help portray that message should help increase the frequency of people who in an even more meaningful way. By doing so, are already predisposed to seeing its messages, to Purina will be promoting this emotional appeal to now seeing them even more. Purina also found that its target audience and make them interested in there is no immense difference between genders for their product, while also reminding them of the Purina consumers, therefore Purina has decided on service from the military. However, dog food is a putting Purina’s efforts for magazines in the general product that is bought year round. Therefore Purina interest categories. Since 45% of their consumers are plans to integrate this idea into many other media males, and 55% are females, Purina found no benefit efforts throughout the duration of their campaign. in tailoring their messages to one gender-specific Purina plans on their aperture moments being outlet. Therefore, through a more localized approach, during the five months of their peak periods of the and not skewing their efforts towards gender, pulsing strategy. The five months that Purina will be Purina will definitely be more successful in reaching advertising most frequently are January, February, their audience and increasing amount of audience July, September and November. exposure.

46 Timing of the Campaign During the Day the right target audience at the right time, therefore Purina plans to do so by tailoring their radio, cable There are different media outlets that Purina will and national television promotions to specific times ensure are utilized at certain times of day. Purina of day. has chosen to use national television and cable television primetime as a highly allocated portion of Duration of the Campaign their traditional media, due to the high index of 173 of people within the 22-to 44-year olds who watch Purina’s campaign will be a 12-month campaign, television at that time. This index shows that their starting in September 2020 and ending in September target audience is 73% more likely to watch national 2021. Purina decided upon these dates in order to and cable television primetime. Purina also chose kick-start the fall and ring in the holiday season with national television and cable television evening and Purina’s new implementations. The days that will late night because of the high index of 142, indicating have the most emphasis will be Veterans Day and the 22-to 44-year olds are 42% more likely to watch Fourth of July, as well as Thanksgiving during The television at those times. In terms of radio, Purina National Dog Show Presented by Purina. Starting the found the highest index of 123 was from 22-to 44-year campaign in September and emphasizing specific old listeners that were likely to tune into the radio holidays following the start date will allow Purina’s from 10p.m.-midnight. This shows that the target target market to become more aware of the special audience is 23% more likely to engage in the radio at days and events. Centering the product around the those later hours of the night. Purina also chose drive American ideal, these patriotic days will showcase times, as their radio time, since many people are in their efforts to portray Purina in an “American” way. the car, listening to the radio while traveling to and Advertising will be stressed on those holidays as well from work. After looking at Simmons, Purina found as New Year’s Eve ball drop, which kicks starts the that between 5 p.m. and 6 p.m., there was an index of new year, as well as gets people aware of the benefits 123 for their audience ages 22 to 44. This means that in purchasing Purina. This reminder, especially on at this time they are 23% more likely to listen to the big holidays, will definitely spur conversation around radio. The same index of 123 was found for the same Purina’s new implementations. Purina’s budget, demographic from 7 a.m. to 8 a.m. indicating a 23% which is $20 million dollars will be allocated mainly higher likeliness to listen to the radio while driving towards digital media. Purina has set aside $500,000 to work. Therefore, from browsing through Simmons dollars for contingency, and then have focused the data and placing emphasis on times that have rest of their efforts on impact media, digital media higher indexes will enable their efficiency in terms of and traditional media. These will all be used at reaching people at the right place and time. Media specific times, however their traditional media and planning is about delivering the right message to digital media CPM cost will be used a lot during the 47 Media Strategy A Regional Emphasis and 55% are female, indicating no major gender skew for the users. Therefore, these regional magazines Purina’s target market is situated mostly in the being pretty gender neutral will tailor even more to Midwest region of the United States. With that that localized audience. These regional magazines demographic in mind, all of their regional efforts will will also be placed in places such as Chicago, be geared towards this region of the United States. Milwaukee, Minneapolis, Indianapolis and Detroit. In terms of regional components to their campaign strategy, their two biggest regional-based endeavors will be regional magazines (general interest) and five billboards in Chicago, Milwaukee, Minneapolis, Indianapolis and Detroit. Purina can place emphasis on regional magazines such as Chicago Magazine, Michigan Avenue, Hour Detroit, Midwest Living, etc. These magazines and their regional emphasis will definitely be efficient in reaching Purina’s target audience. These five, Midwest billboards as well as regional-based magazines will definitely be more location-specific and tailor to the that audience Purina wishes to focus on. Having these billboards standing for one month in these Midwest-specific areas should definitely increase frequency of who sees their messages. Purina plans to place the billboards on highways near exits for supermarkets and convenience stores in order to already put Purina in the mind of their audience. Putting these billboards on highways, in general, will definitely help us increase exposure of their audience. In regards to the regional magazines, Purina has chosen to utilize the ones that are focused on more general interests, due to the fact that Purina’s demographic in terms of male and female are not drastically different. Out of Purina’s current consumers, 45% of them are male, 48 Media Scheduling Strategies “American” brand. Using a continuous strategy will drive us to using up all of their money too quickly, Throughout the campaign, it will definitely be most and most likely before the end of their campaign. beneficial to use a pulsing strategy. Using a pulsing By using Facebook and Instagram ads throughout strategy will indicate Purina’s utilization of more the duration of the campaign, as well as SEM, will highly intense advertising and then lower advertising definitely help keep us relevant during off periods. until the next peak period. Purina decided upon The SEM platform Purina will mostly use is Google. pulsing because using a continuous strategy would After researching through Simmons, Purina found mean that they would be enabled to spread their that of people within their target audience there is advertising efforts evenly across the year-long an index of 128 for number of times they have visited campaign, which is not economically functional for Google in the past 30 days. This means that their us. Purina’s peak pulsing periods will be especially audience is 28% more likely to use Google as their high in January, February, July, September and platform, proving why Purina have decided to use it November, indicating Purina will have five intense as their SEM platform. periods. January is a peak period since Purina plans on advertising heavily on New Year’s Eve Ball Drop and the Golden Globes. February is also a peak period as Purina plans on advertising during the Academy Awards. July is a peak period because of Fourth of July, which is one of the main days Purina plans to advertise. September is the start of their campaign so Purina plan on emphasizing that much, and November is Veteran’s Day which is another day Purina want to focus on. In addition, although Purina is a well-established brand with a variety of loyal consumers, Purina desires to make a change with their brand and doing so is only possible if Purina keeps releasing advertising content, even out of its peak periods. With that being said, a flighting strategy will simply not be beneficial in terms of constantly reminding consumers of their brand and their new implementations to making us an 49 Media Media Selection Criteria Information and Rationale for Selected Media Vehicles

Purina’s media selections are compatible with its The impact media that Purina chose was the Golden target audience in mind. Focusing all of their localized Globes, Academy Awards, Thanksgiving Parade, New efforts on the centralized Midwest region of their Year’s Eve Ball Drop, as well as billboards. In regards target audience is going to enable us to strengthen to the major events that Purina will advertise at, it DIGITAL MEDIA (FIXED) Purina’s target in these current areas. In regards is evident that Purina will reach a large amount of MEDIA CATEGORIES UNIT ALLOC. COST PER $ ALLOCATION NOTES to age, Purina found that the most efficient way to viewers that tune in to these huge specials. Regardless UNIT Google SEM 10 $50,000 $500,000 10 keywords (Home, Dog Food, Pet Stores, Natural, Nutritious, reach people in their age demographic is through of age demographic, it is almost confirmed that most Health-Conscious, American, Patriotic, Dog Chow, Dog) per month social media outlets — specifically Instagram and people watch these major award shows as well as SEO 1 $25,000 $25,000 SEO flat cost for 1 year BuzzFeed Sponsored 3 $20,000 $60,000 3 months (November for Veterans Day, New Years Eve & Fourth of July) YouTube. Purina’s target markets utilize Instagram the two holiday specials. According to Statista.com, Snapchat Filter 10 $500,000 $5,000,000 10-Day Snapchat Filter (Over week of Thanksgving & Purina Dog Show) and YouTube very commonly, especially people in the 18.6 million Americans watched the Golden Globes Twitter Promoted Trend 4 $200,000 $800,000 #It'sGoodToBeHome (Once in November for Veternans Day & once in July for Fourth 18-24 age category. According to Simmons, people ceremony indicating the high reach that will be of July) within the age category between 18-24 that have accessible at that time. According to Time, in 2016 an SUM TOTAL $6,385,000 viewed Instagram over 16 times in the last 30 days average of 34.4 million people watched the Academy DIGITAL MEDIA (CPM) MEDIA CATEGORIES UNIT ALLOC. CPM IMPRESSIONS $ ALLOCATION NOTES had an index of 253. This means that they are 153% Awards, showing the high reach during that event Facebook Banner 12 $3.00 10,000,000 $360,000 Targeted Facebook Banner ad for 12 months more likely to use Instagram which explains why as well. There was no index posted on Simmons for Facebook Native 12 $10.00 15,000,000 $1,800,000 Facebook Native Ad for 12 months YouTube In-Stream 4 $10.00 10,000,000 $400,000 4 YouTube In-Stream ads on Veteran's Day Purina will be using it. In addition, for the same age any of these events. However, with further research Instagram Ad 12 $5.00 20,000,000 $1,200,000 Instagram ad for 12 months demographic that has used YouTube over 16 times in it is evident that there will be a large reach for these Facebook video 6 $8.00 20,000,000 $960,000 3 Facebook videos for 2 months Twitter Promoted 12 $1.30 1 5,000,000 $234,000 Twitter Promited Twee to go with #It'sGoodToBeHome for 2 months the last 30 days had an index of 186. This shows that events. As for the Thanksgiving Parade, it is also the they are also 86% more likely to use YouTube, which Purina Dog Show, which will also help reach their SUM TOTAL $4,954,000 is why Purina will also be using YouTube. By releasing specific audience. The billboards Purina is utilizing, TRADITIONAL MEDIA (Television, Radio, Print) their YouTube In-Stream Ads, in addition to Instagram are in places that Purina found have the highest MEDIA CATEGORIES % ALLOCATION CPP TOTAL $ ALLOCATION GRPS Notes ads, will definitely hone in on that specific market. amount of their consumers, only ensuring an increase National Television Primetime 25% $33,103 $781,023.50 24 National Television Early Evening 10% $16,871 $312,409.40 19 Facebook, which is primarily used on desktop displays, in exposure for their target audience. After using 2016 National Television Daytime 5% $41,996 $156,204.70 4 is more prevalent in the 30 to 55 age demographic. Simmons OneView data, Purina found that Purina Cable Television Primetime 15% $2,913 $468,614.10 161 Cable Television Late night 5% $16,871 $156,204.70 9 This prevalence is noted and incorporated into their consumers fall mostly within midwestern regions National Radio (Drive Times) 1 5% $2,913 $468,614.10 161 Since 27% of Purina consumers are more likely to be employed in next year allocation towards Facebook banner and native of the United States. Therefore, Purina’s billboards National Radio (Nightime) 5% $2,972 $156,204.70 53 Since 26% more likely to enjoy driving General National Magazines 5% $64,733 $156,204.70 2 General interest since 45% consumers are male & 55% female indicating no ads, as well as their Facebook 30-second videos. will be placed in Chicago, Milwaukee, Minneapolis, difference Twitter, which is also a common application used for Indianapolis and Detroit. General Regional Magazines 10% $53,411 $312,409.40 6 Regional magazines in Chicago, Milwaukee, Minneapolis, Indianapolis and \ awareness, customer service and increased sales, will Detroit Spot Television Primetime 5% $32,066 $156,204.70 5 also have a place in their campaign by facilitating Purina’s promoted trend #It’sGoodToBeHome. 50 SUM TOTAL $3,124,094.00 IMPACT MEDIA MEDIA CATEGORIES UNIT ALLOC. COST PER $ALLOCATION NOTES UNIT Golden Globes 12 $28,888 $346,656 Golden Globes must be bought in 12 GRP increment Academy Awards 25 $39,610 $990,250 Academy Awards must be bougth in 25 GRP increment Thanksgiving Parade 1 $300,000 $300,000 Thanksgiving parade for one day Billboard 5 $500,000 $2,500,000 5 Billboards for 1 month in Milwaukee, Minneapolis, Chicago, Detroit, and Indianapolis New Years Eve 3 $300,000 $900,000 Ball Drop on New Years Eve Ball drop

SUM TOTAL $5,036,906 DIGITAL MEDIA (FIXED) MEDIA CATEGORIES UNIT ALLOC. COST PER $ ALLOCATION NOTES UNIT Google SEM 10 $50,000 $500,000 10 keywords (Home, Dog Food, Pet Stores, Natural, Nutritious, Health-Conscious, American, Patriotic, Dog Chow, Dog) per month SEO 1 $25,000 $25,000 SEO flat cost for 1 year BuzzFeed Sponsored 3 $20,000 $60,000 3 months (November for Veterans Day, New Years Eve & Fourth of July) Snapchat Filter 10 $500,000 $5,000,000 10-Day Snapchat Filter (Over week of Thanksgving & Purina Dog Show) Twitter Promoted Trend 4 $200,000 $800,000 #It'sGoodToBeHome (Once in November for Veternans Day & once in July for Fourth of July) SUM TOTAL $6,385,000

DIGITAL MEDIA (CPM) MEDIA CATEGORIES UNIT ALLOC. CPM IMPRESSIONS $ ALLOCATION NOTES Facebook Banner 12 $3.00 10,000,000 $360,000 Targeted Facebook Banner ad for 12 months Facebook Native 12 $10.00 15,000,000 $1,800,000 Facebook Native Ad for 12 months YouTube In-Stream 4 $10.00 10,000,000 $400,000 4 YouTube In-Stream ads on Veteran's Day Instagram Ad 12 $5.00 20,000,000 $1,200,000 Instagram ad for 12 months Facebook video 6 $8.00 20,000,000 $960,000 3 Facebook videos for 2 months Twitter Promoted 12 $1.30 1 5,000,000 $234,000 Twitter Promited Twee to go with #It'sGoodToBeHome for 2 months

SUM TOTAL $4,954,000

TRADITIONAL MEDIA (Television, Radio, Print) MEDIA CATEGORIES % ALLOCATION CPP TOTAL $ ALLOCATION GRPS Notes National Television Primetime 25% $33,103 $781,023.50 24 National Television Early Evening 10% $16,871 $312,409.40 19 National Television Daytime 5% $41,996 $156,204.70 4 Cable Television Primetime 15% $2,913 $468,614.10 161 Cable Television Late night 5% $16,871 $156,204.70 9 National Radio (Drive Times) 1 5% $2,913 $468,614.10 161 Since 27% of Purina consumers are more likely to be employed in next year National Radio (Nightime) 5% $2,972 $156,204.70 53 Since 26% more likely to enjoy driving General National Magazines 5% $64,733 $156,204.70 2 General interest since 45% consumers are male & 55% female indicating no difference General Regional Magazines 10% $53,411 $312,409.40 6 Regional magazines in Chicago, Milwaukee, Minneapolis, Indianapolis and \ Detroit Spot Television Primetime 5% $32,066 $156,204.70 5

SUM TOTAL $3,124,094.00 51 Total Budget Impact Total Digital Total Contingency Remainder MEDIA JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL $20,000,000.00 $5,036,906.00 $11,339,000 $500,000.00 $3,124,094.00 CATEGORIES TOTAL MEDIA SPENDING $ ALLOCATION % ALLOCATION Golden Globes 12 25 Impact Media Spending $5,036,906 25.83% Fixed Digital Media Spending $6,385,000 32.74% CPM Digital Media Spending $4,954,000 25.41% Academy 25 National Television Primetime $781,023.50 4.01% Awards National Television Early Evening/Fringe $312,409.40 1.60% National Television Daytime $156,204.70 0.80% Billboard 5 5 National Radio (Drive Times) $468,614.10 2.40% National Radio (Nightime) $156,204.70 0.80% National Magazines (General Interest) $156,204.70 0.80% New Years Eve 3 3 Cable Television Primetime $468,614.10 2.40% Cable Television Late night $156,204.70 0.80% Ball Drop Regional Magazines (General Interest) $312,409.40 1.60% Spot Television Primetime $156,204.70 0.80% Thankgiving 1 1 Parade Total Spending $19,500,000 SUM TOTAL 15 25 5 1 34

523 MEDIA JAN FEB MARCH APRIL MAY JUNE JULY AUG SEPT OCT NOV DEC TOTAL CATEGORIES Golden Globes 12 25

Academy 25 Awards Billboard 5 5

New Years Eve 3 3 Ball Drop Thankgiving 1 1 Parade SUM TOTAL 15 25 5 1 34

53 Media Content Buzzfeed Sponsored Article the week of Thanksgiving and the Purina Dog Show. There is a notorious influx of filters released at those A BuzzFeed sponsored article will help us not only times, but tailoring it to the dog show, in addition to create content that is ideal for the older portion of Thanksgiving, will definitely reach that audience more Purina’s target audience, but also help reach the efficiently through the clutter. consumers that engage in Facebook. Purina has allocated three units to BuzzFeed Sponsored Article Twitter so that Purina can place these articles on platforms for three months, more specifically in November for Even further, although Purina has not been very Veteran’s Day, New Year’s Eve and July for Fourth of present on Twitter, Purina has found that is was July. This will ensure reaching their target market in extremely important to emphasize its presence on this three-month span, as well as releasing creative that medium due to the large index of 236 of their and interesting content. Purina plans on having these target audience. This index of 236 means that people articles be posted on Facebook due to the high index within their 22-44 age demographic of their target of 133 of likelihood for their target audience to use audience is 136% more likely to use Twitter. Twitter is Facebook. This index of 133 indicates that Purina’s an application that is focused on awareness, customer target audience is 33% more likely to use Facebook, service and increased sales. Not having this prior was therefore will see their BuzzFeed sponsored article. definitely a downfall on their part, however Purina will make it a priority to increase their presence. Purina Snapchat has allocated four units for a Twitter promoted trend that will align with the hashtag #It’sGoodToBeHome, In addition, using Snapchat will also help reach that and post this once in November and once in July for large audience since it reaches almost 90 million their emphasized holidays. Purina also have a Twitter people daily, as well as reaches almost 50% of all 18 promoted tweet that will also align with its trend that to 34 year olds in the United States on any given day. Purina have allocated 12 units for. These 12 units for With this high utilization rate, it is almost certain the tweet will also help with the pulsing strategy by Snapchat will help boost Purina’s brand recognition keeping the #It’sGoodToBeHome alive, even during as well as their new implementations. Although off times. By doing so, Purina hopes to increase their there was no definitive index regarding Snapchat Twitter footprint, as well as get people talking about on Simmons, it is evident through statistics that this Purina due to the constant reminders, especially application will do nothing more than further promote on their emphasized holidays that Purina plans on its name and brand. Purina has allocated 10 units in promoting these trends. hopes for a 10-Day Snapchat Filter to be released over 54 Media Content Instagram as 12 units to Facebook native ads. These 12 units distributed for these targeted Facebook banner ads In regards to Instagram, Purina has researched used for the entire duration of the campaign, will be thoroughly and found that Instagram is an extremely extremely beneficial when it is not peak season of valuable medium to promote their message. Being their pulsing strategy. When using a pulsing strategy, owned by Facebook, and having an index of 246, it is very important to continue to remind people of shows how beneficial this medium will be to Purina’s your messages by releasing advertisements on the media efforts. With this index of 246, their target less intense periods. Therefore, using both banner ads audience is 146% more likely to use Instagram. Purina as well as 12-month Facebook native ads will definitely plans on creating an Instagram ad that will also be be a key component to keeping people reminded of there for the duration of the campaign, similarly to the Purina’s implementations and its brand name. Purina Facebook ads, to keep people in-the-know throughout also is implementing a Facebook video that is 30 even the less intense periods. Since Purina is allocating seconds each. Purina is creating three of these videos 12 units towards the Instagram ads, Purina has not for two months of their campaign to really showcase decided fully what it will do for these advertisements, different aspects to the campaign and also promoting but incorporating influencers into promoting their their new Purina Paw Pack. In this pack Purina brand will help us reach the younger portion of plans to have a bag of dog chow, branded bandana, their target audience. With influencers prominence friendship bracelets and collar for the owner and and abilities to get people interested in purchasing their dogs, as well as plush toys of their ingredients products, Purina believes using these influencers that in Purina with a dog bowl. These videos will show us are more dog-oriented, will definitely help us increase potentially giving these Paw Packs to consumers, in both revenue and sales recognition. hopes to give people an incentive to purchase their Dog Chow, as well as spark an initial interest in Purina. Facebook These videos will be posted to Facebook in January and July during their intense periods of their pulsing When looking at Facebook, Purina found that people strategy. They will be sponsored from Purina and amongst their target audience had an index of 133 for embedded on people’s timelines in order to reach likelihood to use Facebook. This means that people their target audience effectively. ages 22-44 are 33% more likely to use Facebook. Due to this large number, it is important that Purina uses this medium for their message. Purina has decided to allocate 12 units to Facebook banner ads, as well 55 Media Content YouTube use national television and cable television primetime as a highly allocated portion of their traditional media, Lastly, YouTube is an important component to the since their target audience is 73% more likely to watch campaign, as it will be a source of many of the videos national and cable television primetime. Purina also that Purina plans to release, especially the ones on chose national television and cable television evening Veterans Day. With an index of 142, this platform will and late-night because of the high index of 142, be extremely beneficial in reaching Purina’s target indicating the 22-to 44-year olds are 42% more likely to market. This index shows that people between ages watch television at those times. 22 and 44 are 42% more likely to use YouTube. Purina has allocated four units into making four YouTube Radio In-Stream ads on Veteran’s Day. By doing so, Purina As also mentioned earlier, Purina found the highest hopes to post videos of military personnel coming index of 123 of 22-to 44-year old listeners tuning into home to their pets and families, while encouraging the the radio from 10p.m.-midnight. Since this shows use of Purina. Purina’s entire shift of their campaign that the target audience is 23% more likely to listen towards Purina is home, natural and American, will to radio at that hour, Purina has decided to allocate definitely be evident through their four YouTube ads a portion of their budget to that. Purina also learned Purina is going to release. In addition Purina also that 26% of Purina consumers enjoy driving, which is plan on making “The Dog Tales” which will show cute also why Purina allocated a decent amount to radio. videos from dogs’ perspectives. By doing so, Purina Additionally, Purina also allocated 15% to national radio will show from the pup’s perspective what home is at drive times since 27% of Purina consumers are more like for them, and get people interested, since it is no likely to be employed in the next year. In addition doubt that everyone loves dogs. to the percentage of Purina consumers who will be employed, Purina also found that between 5 p.m. and Cable & National Television 6 p.m., there was an index of 123 for their audience ages 22 to 44. This means that at this time they are As mentioned earlier, Purina plans on utilizing national 23% more likely to listen to the radio. The same index television primetime and evening, as well as cable of 123 was found for the same demographic from 7 television primetime as their more heavily allocated a.m. to 8 a.m. indicating a 23% higher likeliness to media categories. Due to the high likelihood of listen to the radio while driving to work. Purina’s 22-to 44-year old target audience in tuning in to television at those times, Purina has allocated a larger percentage toward them. Purina has chosen to 56 Media Content National & Regional Magazines

The percent allocated towards regional magazines (general interest) was 10% and national magazines was 5%. General interest was chosen for both magazines due to the fact that 45% of Purina consumers are male and 55% are female, which indicates no difference or major skew in gender. Furthermore, using regional-based magazines will be more tailored towards their target audience which is based in the midwest. According to Simmons, Purina consumers fall mostly within midwestern regions of the United States. Therefore, using regional-based magazines such as Chicago Magazine, Michigan Avenue, Hour Detroit, Midwest Living, etc. will only increase their reach of their target audience. In regards to national magazines, Purina will probably gear their efforts towards the New York Times, Chicago Tribune, and the Washington Post.

Spot TV

Purina also allocated a smaller percentage of their budget to Spot TV. Spot TV is an advertising approach that consists of purchasing 30-60 second ad placements on a particular TV station. According to the media usage analysis, Spot TV has been a big component to Purina’s past advertising techniques, indicating their allocation toward it. However, as Purina shifts toward a new, more natural brand under the premise of what “Home” means, using their other platforms will definitely be more beneficial. 56 57 Public Relations

58 Statement of Public Opinion It has become a pertinent issue among dog owners ages 18-55 who live in the Northeast, through a in recent years to show increased care into the coordinated campaign that features marketing tactics ingredients that go into their dogs’ food. Recent via hashtags, viral videos and promotion packages for surveys have shown that dog owners consider dogs social media influencers. as “members of their family.” This, along with average higher household incomes has attributed to the notion that consumers are willing to pay for a more expensive dog food option that is advertised as having increased benefits and better quality. Purina Dog Chow remains as one of the most budget-friendly dog foods in Purina’s pet care line. That being said, consumers often associate cheaper or budget- friendly products with poorer quality. Purina Dog Chow aims to educate dog owners that dog food does not have to be exorbitantly expensive for it to be the best option for their dog. Currently, Purina Dog Chow’s “All-American” branding and advertising is successful among its target audience, which is white conservative homeowners ages 22-44. In response to a changing, diverse political climate and more consumers being conscious about the political values that their preferred brands associate with, Purina Dog Chow must develop a more inclusive, modern and politically diverse advertising and branding strategy. The Human Rights Campaign, the largest LGBTQ+ civil rights group in the U.S, has awarded Nestle Purina with a perfect score on its Corporate Equality Index for three years in a row. Their score, which is based on corporate policies and practices relating to the LGBTQ community, is a viable stepping stone for Purina to reach their secondary market. Purina Dog Chow aims to reach its secondary market, liberal consumers 58 59 Stakeholders 1. Future and current employees America. For the past 18 years, Purina has sponsored the infamous television event to showcase the best As of December 31st, 2018, Nestle Purina currently dogs in the world while giving these dogs the fuel employs 7,500 associates in the United States. they need through Purina’s healthy and wholesome Current Nestle Purina employees rely on their stake ingredients. Sponsoring the dog show has not only in the company to maintain proper salaries for good created a recognizable connection between the Dog quality and for the security of their job. In 2018, Show and Purina, but has allowed Purina to become a Purina employees provided feedback on their work household name among all Americans that watch the environment to Glassdoor, which awarded Purina show every Thanksgiving morning. a Glassdoor Employees Choice Award and named it as one of “The Best Places to Work in 2018.” Our 4. Owners of pets, Purina customers and dogs employees care about our brand because without it, they have no jobs, source of income, or job security. Pet owners who buy Purina Dog Chow for their dogs are what got Purina started in the first place. They 2. Nestle (Owner) and its shareholders are a top priority and guide many of their actions as a company. In order to keep its current clientele and Nestle, Purina’s parent company, is the largest also expand its markets, Purina must not completely food producer in the world. Nestle Purina currently change their stance and previous selling points. They dominates 32% of the pet food market, making should add to their brand to include more diverse Purina a leading brand among pet owners. In 2018, demographics in a way that they feel at home with our Nestle Purina accounted for 14% ($12.8 million) of product and the comfortability to feed it to their dog, Nestlé’s total sales, making pet care Nestlé’s highest someone they consider an equal family member. growth categories. The current stock price for Nestle SA is $104.50. It is pertinent that Purina pet care 5. Retailers remains profitable so that Nestle can continue to be a dominant and successful parent company in the pet All retailers and stores that sell Dog Chow are the food market. main means of accessibility for customers. Retailers’ stake in our company results because of their want to 3. The National Dog Show (Purina sponsors) profit off of sales and depend on consumer demand. Top retailers include Target, Walmart, online platforms The National Dog Show is arguably one of the most such as Amazon, grocery stores and pet food stores popular and enjoyed Thanksgiving traditions across like Mounds and Pet World. 60 Media Relations Strategy Purina Dog Chow’s consumers remain as their most and will meet with media representatives once media important stakeholders. Therefore, as they try to kits and press releases have been reviewed to make reach their secondary target market and continue to sure that no question goes unanswered. Relationships reach their primary market, it is pertinent that they with news anchors and reporters will be sustained utilize partnerships with media outlets to promote throughout the year in order to establish a personal our campaigns, products and endeavors in the most connection and promote the overall success of Purina. efficient way possible. The public needs to be notified of any and all new happenings with Purina Dog Chow. Working closely with media outlets will allow Purina to reach an audience that may not follow them on social media platforms and provide that audience with accurate information that they may not have seen otherwise. Communication between Purina Dog Chow and these media outlets must be timely and efficient so that they public is notified of any new happenings with PDC as soon as possible.

To reach our secondary target market, we will direct our messages to areas that are known to be more liberal and diverse, such as cities like Los Angeles and Boston. However, we will continue to direct our broadcasts on a national level, in all major cities, such as New York City, Milwaukee, Los Angeles, Boston, Chicago and Philadelphia. We will reach out to lifestyle anchors at national news outlets such as ABC and FOX and print outlets like the Boston Globe and The Los Angeles Times to provide them with information about our PR events, new products and campaigns, such as the Fourth of July for All and the Human Society Pawlidays Partnership. A designated representative in our PR department will be on-call 24/7 to inform all news outlets about Dog Chow, campaign and brand 60 61 National Media Contacts Regional Print Good Morning America-ABC Morgan Zalkin Outlets Senior Producer, Special Projects (212)-456-7000 The Boston Globe LIVE EXPERIENCES CBS News Erika Hale Kate Fisher Director, Events & Sponsorships Vice President, Entertainment Communications 617-929-7957 (212)-975-3818 [email protected] [email protected] The Los Angeles Times Norman Pearlstine Regional News Stations Editor WCVB-ABC (Boston) WLS-TV (Chicago) Shayna Seymour Roz Varon News Anchor Reporter @shaynaseymour @rozvaronABC7

KABC-TV (Los Angeles) WPVI-TV (Philadelphia) Ashley Mackey Melissa Magee Reporter News Anchor @abc7ashleym @melissa_magee

WITI (Milwaukee) Angelica Duria News Anchor @angelicaduria

ABC7-NY (New York) Sade Baderinwa News Anchor @SadeABC 62 Regional Print PR Events/Campaigns Purina Dog Chow plans to hold press conferences shelters they visit meet the ASPCA’s standards for Outlets for our Human Society Pawlidays Partnership and animal care. If they do, the shelters will be chosen our donation drive for National Puppy Day and invite for the National Puppy Day Campaign. Items such The Boston Globe various media outlets, both print and online media. as blankets, puppy clothing, collars, toys, food bowls, LIVE EXPERIENCES Purina will issue press releases no more than a week bath supplies, pamper products, etc. will be placed Erika Hale prior to each campaign event and will invite various inside a box decorated with green and white paper Director, Events & Sponsorships media outlets to for each as well and resources will and ribbons to reflect Purina’s colors. Shelters will 617-929-7957 be uploaded online for the greater audience to view. have the opportunity to post about Purina’s donations [email protected] Starting on the West Coast, then the Midwest and on their social media platforms using the hashtag ending on the East Coast, the campaign will begin #SpoilMyPuppy. The Los Angeles Times in November 2020 and end in August 2021. The press Norman Pearlstine conferences will be held in Los Angeles, Chicago and Editor Boston to cover all the regions we will be hosted in.

National Puppy Day on March 23

Animal shelters all across America are filled with puppies that don’t have a family or an owner to call their own. Purina believes that every dog, no matter how old they, what kind they are, or whether or not they have an owner, should feel special, spoiled and loved. In honor of National Puppy Day on March 23rd, Purina will donate items to regional dog shelters located in the Northeast, the geographical location of our secondary market, to make sure that every puppy waiting to be adopted feels special. Purina plans to invest $350,000 into the creation and shipping of the donation boxes, in addition to the compensation and travel costs for the animal shelter examiners. Purina will hire and fly out trained professionals two months before National Puppy Day to regional animal shelters. The professionals will decide whether the 63 PR Events/Campaigns National Dog Day on August 26 items for the Paw Pack, the production of the Pack and shipping costs. Research on the influencers and Social media influencers are an integral part in the their dogs will begin six months prior to National Dog development of buzz for a brand and its products. Day. Packs will be assembled three months before In honor of National Dog Day on August 26, Purina and shipment will begin three weeks before National plans on rolling out a promotion package for popular Dog Day. social media influencers and their beloved pups. Our “Purina Paw Pack” will be shipped out to over 200 social media influencers with a following of 200k or more, that post their dog(s) frequently and have good user engagement on their content. Some Paw Packs will also be shipped out to strictly pet influencer accounts, such as @manny_the_ frenchie (1.1 m), @chloetheminifrenchie (187k), @ harlowandsage (1.6 m) The Paw Pack will contain a variety of products, including a bag of Dog Chow, a branded bandana featuring Purina Dog Chow’s classic green and white checkered print, matching bracelets for the owner and their dog, plush toys of veggies/ingredients in Purina. A hand-written letter to each social media influencer and their dog will be included in the package. The letter will say where the food was packaged, contain personalized information about the recipient (both owner and dog) of the Paw Pack and encourage the recipient to use the hashtag #jointhepack. The Pack’s items will be relevant to the social media presence and other personal factors (such as hometown or main occupation) of the influencer. The personalized nature of the Paw Pack will increase the likelihood that the influencer will post about the Pack on their social media platforms. Purina is planning to invest $500,000 dollars into the 64 PR Events/Campaigns Go Fourth With Purina for what it means to be American as a dog owner. Kacey will perform at the event and attendees are Without the Fourth of July, Purina would not be able welcome to take pictures with their dogs (and with to say that our Dog Chow is always (and only) crafted Kacey’s dogs) and share the event on social media. in the USA. No matter where one lives, how they live There will also be opportunities for dogs to stay cool or what type of home they live in-- we all live USA in the July heat, such as water tents and hoses, and and are proud to call it home. Our Go Fourth With lots of Dog Chow samples for hungry pups and Dog Purina campaign aims to broaden the conversation Chow coupons to encourage trial of the product. on what it means, to Purina Dog Chow users, to be There will also be a red, white and blue checkered American, in an attempt to reach our secondary photo wall (Purina’s classic pattern) where dog audience (liberal consumers ages 18-55). We aim owners can take pictures with their pups. to take Purina Dog Chow’s already successful “All- American” branding among our primary audience and make it more inclusive and appealing to a younger, more diverse audience (our secondary audience). The Fourth of July for Everyone event will begin with the release of a professional promotional video in order to generate viral buzz on social media platforms such as Facebook, Twitter and YouTube. The video will feature interview clips of dog-owners who were not born in the U.S., but eventually became U.S. citizens. They will be asked what they think it means to be American and how having a dog contributes to their American experience. The end of the video will ask viewers to share what they think it means to be American dog owner using the hashtag #GoFourthWithPurina. Purina Dog Chow will also choose Kacey Musgraves as a celebrity endorser for Dog Chow as she owns many dogs, frequently posts her dogs on social media and is an avid animal rights activist. On the 4th of July, Purina will host a public event at the South Street Seaport to raise awareness 65 PR Events/Campaigns Human Society Pawlidays Partnership Pup-up Shop Tour

During the months of December we will be hosting a On Sunday, May 16 we will have our first stop on series of events in Los Angeles to promote adoption the Pup-up Shop tour. Our traveling shop will be in and donations to continue supporting families with attendance at the Logan Square Farmers Market animals who are going through rough times because in Chicago from 10am-3pm. While pet owners walk we believe everyone deserves to feel the love a pet around the market with their dog enjoying the live brings and vice versa. Purina Dog Chow will be music, fresh fruits and veggies and tasty dishes investing $1,557,500 into this partnership endeavor. cooked on-site, our pup-up shop will create a happy Purina understands that the holidays can be a time stop for the animals. We will have summer related filled with many family gatherings and pets are items for sale and for giveaway including Purina Dog just as much family and we want to help end the Chow by the bag, bandanas, collars, dog booties, dog shortage of food for all. Purina Dog Chow will donate clothes, dog life jackets, reusable dog water bowls, $1 to The National Humane Society for every bag leashes, etc. Customers who drop by can have their bought in the month of November and December. pets sample Purina Dog Chow and try on the apparel. In December we will be hosting a pawliday party The on-site photographer will also be around to take at the Best Friends Animal Rescue center in Los pictures and will the photos will be distributed and Angeles. There will be a costume contest amongst customers can tag #PurinaPupUpShop in a post on all the animals who dress up and post a picture Instagram or Twitter for a chance to be featured on on Instagram with the hashtag #PurinaPawlidays our site. Purina Dog Chow will be investing $1,652,000 and a cash prize will be awarded to the winner. A into this promotional tour. This promotional event photographer will be present and pictures can be will give us the opportunity to travel to more purchased and all proceeds will be donated to Best cities and build face-to-face relationships in these Friends. Treats and other promotional items will be communities during the times when our ads aren’t supplied such as collars with the Purina Dog Chow running. Pop-up shops are growing and the physical logo, campaign slogan and Best Friends logo for the presence they bring generate buzz, especially on animals to wear. This entire campaign will not only social media and better interaction with the brand gain us and our partners recognition but also gives overall. back to the community during times that can be tough but also filled with happiness of being around your favorite people and animals. 66 PR Budget Plan National Puppy Day Pup-Up Shop Tour Professional Compensation (Transportation, Housing Event Marketing: $500,000 Accommodations): $20,000 Trade Show/Shop Set-up: $600,000 Shipping Costs: $5,000 Media Tour x5: $50,000 Items: $325,000 Promotional Items: $500,000 Celebrity Endorsement: $700,000 Photographer: $2,000 = $1,030,000 = $1,652,000

National Dog Day Press Kits Shipping Costs: $15,000 2 x $30,000 Item Costs: $335,000 = $60,000 Celebrity Endorsement: $750,000 =$1,100,000 Media Partnership =$50,000 Fourth of July for All Video production: $5,000 TOTAL: $5,469,900 Video placement: $0 (on our social media platforms) Venue Cost: $11,000 Photo Booth Cost: $1,000 Balloons with Logo: $400 Family and dog games: $3,000 Event Marketing: $500,000 = $520,400

Human Society Pawlidays Partnership Professional Compensation: $55,000 Promotional Items: $500,000 Photographer: $2,000 Costume Contest: $500 Event Marketing: $500,000 =$1,057,500 67 Crisis Communication Crisis Planning thriving relationship with their consumers in order to keep evolving the brand. Communication is key In the event of an unplanned crisis, Purina Dog Chow and moving forward, they will be hosting quarterly will focus on getting factual information out to all meetings with all of their stakeholders. To make media outlets in a timely manner to provide remedy matters more personalized, they will be trying their to the situation at hand. However, situations like this best to prioritize face-to-face interaction by making can arise without warning and Purina Dog Chow appearances to hear about any updates, comments, must have a model prepared beforehand that gives questions or concerns that have risen regarding insight into the protocols and the right way to handle Purina Dog Chow and their campaigns. This will these situations. Iwn recent news, Purina Dog Chow also be a time to discuss future scheduling and a has received some backlash for faulty food in brand briefing on plans for the growth of our company and new bags that haven’t yet reached their expiration everyone involved. Specifically, the details pertaining date. Some customers have spoken out against this to our (three events). Various forms of social media on social media by uploading pictures of moldy dog will be used to reach out to all stakeholders to food or pictures with small worms growing inside. To maintain frequent interaction. Outlets like Twitter, ensure the safety of the pets, a statement regarding Instagram, Facebook and other forms tailored to the information that we currently have would be the needs of stakeholders. Active communication issued immediately after finding out. We would also on Twitter is extremely important to generate user inform our consumers that Purina was in the process engagement and responsiveness with consumers. of finding out why it happened and update everyone Purina will respond on Twitter to tweets that contain with that information. Another step would be to reply keywords such as “Purina,” “Purina Dog Chow,” any to the concerned social media posts to reassure the of our hashtags or the names of our PR campaigns public we would do everything in our power to help. and events in addition to tweets that tag their Example Tweet: “We are so sorry to hear this. The username (@DogChow). It is important to respond health and safety for all pets is our top priority and on a daily to both positive and negative feedback we are doing all we can to figure out what is causing from consumers. Keeping an active, engaging this issue. We will be in contact with you about our and responsive voice on their various social media next steps.” platforms will make consumers more likely to share their opinions, creating room for Purina Dog Chow to Stakeholder Communication improve in areas of their brand that may be lacking. At Purina Dog Chow, they recognize the large importance of their stakeholders and the value of their company. They strive to maintain a full and 68 Press Releases FOR IMMEDIATE RELEASE: Matthew Berkshader, CEO of the ASPCA, expressed March 15th, 2020 his appreciation for the research that Purina put into choosing the dog shelters for the National Puppy Day PURINA DOG CHOW TO DONATE $350,000 WORTH Campaign. OF ITEMS TO NORTHEAST DOG SHELTERS “Far too often, people and organizations give back BOSTON - Purina will announce its philanthropic to shelters with poor standards. It’s become our initiative on Monday that they will donate nearly most pertinent goal to educate shelters and make $350,000 worth of dog-related items to dog shelters sure that they have the resources they need to treat in the Northeast. their dogs fairly, and Purina making this evaluation is one step closer to reaching our goal for the better Since 1926, Purina has been dedicated to nourishing treatment of dogs.” the lives of dogs. Purina believes that every dog, no matter where they live or who their owner is, Purina hopes that their National Puppy Day deserves to be nourished and pampered. Campaign will make dogs in shelters, those without official homes and owners feel special, spoiled and In honor of National Puppy Day on March 23rd, loved. Purina also hopes that this campaign will Purina plans to allocate $350,000 to purchase items create traffic for donation boxes for dog shelters in the Northeast. Items will include collars, plush toys, rubber toys, food For more information, please visit www.purina.com/ bowls, bath supplies, pamper products and bags of dog-chow, www.purina.com or www.ASPCA.org. Purina Dog Chow.

Purina has hired and flown trained professionals to regional dog shelters across the Northeast to evaluate whether the shelters meet the ASPCA’s standards for animal care. The professionals will utilize ASPCA’s standards for animal care to determine whether the shelters should be chosen for donation.

68 69 Press Releases FOR IMMEDIATE RELEASE: According to Chief Counsel & Senior Vice President October 26, 2020 for Animal Protection Litigation at the National Humane Society, Jonathon Lovvorn, this partnership PURINA DOG CHOW ANNOUNCES THEIR will immensely aid in the continued work of PAWLIDAYS PARTNERSHIP AND INITIATIVE TO protecting animals and securing their safety. DONATE $1 FOR EVERY BAG PURCHASED IN THE MONTH OF NOVEMBER AND DECEMBER. “We are ecstatic that Purina Dog Chow has chosen to believe in our mission and help us take the next step LOS ANGELES- Purina Dog Chow will announce its to making an even larger impact in the fight to bring holiday initiative on Monday to donate $1 for every safety and happiness for all animals. Families, pets bag purchased in the months of November and and shelters across the nation will see first-hand how December. In addition, the pawlidays partnership this donation can significantly strengthen our efforts. with the Best Friends Animal Rescue Center will be We are overjoyed and very grateful.” donating cash prizes, events sponsored by Purina Dog Chow. On December 12, there will be a Pawliday Party at the Best Friends Animal Rescue Center. There Purina Dog Chow has strived to enrich and nourish will be a costume contest for the animals who the lives of pets since 1926. Purina understands that dress up and post a picture on Instagram with the the holidays can be a difficult time for those who are hashtag #PurinaPawlidays and a cash prize will be struggling to make ends meet, especially for those awarded to the winner. Treats, collars and dog food dogs who don’t have a home for the holidays. Our will be supplied for all who attend. Attendees are pets are our family, therefore, for every bag of dog encouraged to bring their pups and even donations food purchased during the month of December we for dogs spending the holidays in the shelter, such as will be donating $1 to the National Humane Society. beds, collars, treats, toys, clothes, etc.

The National Humane Society and the Best Friends For more information, please visit www.purina.com/ Animal Rescue Center in the greater Los Angeles dog-chow/PawlidayParty, www.humanesociety.org/ area are the two organizations Purina Dog Chow has or https://la.bestfriends.org/ selected for partnership in the pawlidays initiative. $555,000 will be allocated for the Pawlidays event being held at the Best Friends Animal Rescue Center. 70 Press Kit Backgrounder Fact Sheet

History of Company Nestle Purina Pet Care PUrina Dog Chow has been a trusted pet food brand #1 in U.S. dog food markets in sales, market share and since it got its start in 1926. Known for the high- volume year after year quality ingredients that are naturally grown right Employs 5,000-1,000 people in our customers own backyards here in the U.S. In 2001, Nestle acquired Purina and helped expand Purina Dog Chow that same trusted brand to an even larger consumer 55 million dogs have been fed with Purina Dog Chow base. Nestle Purina Pet Care uses their wide scale and 99% of our ingredients are made in the U.S association to continue promoting pet care for all, Made with high quality ingredients that owners can increased connections with the national humane be proud of, such as US-bred chicken, real lamb, beef shelter services, community involvement and caring and turkey for pets and their families no matter their situation. In 2018, Purina donated $31 million to charity

Product Overview The National Humane Society Purina Dog Chow prides themselves on being an Founded in 1954 “All-American” company that produces specialized A non-profit, animal rights and welfare group dog food with 99% of the ingredients sourced in the dedicated to rescuing and caring for animals U.S. The price for a large bag that weighs around suffering from cruelty 50 pounds is sold for $22.99. Purina Dog Chow is Have five affiliated animal sanctuaries and medical considered intensive because it is not a niche or centers, wildlife sanctuaries in more than 35 states exclusive product and can be found at most stores like Walmart and Ecommerce places such as Best Friends Animal Rescue Center, Los Angeles Amazon, Petco, etc. Currently their main promotion A non-profit organization that operates the nation’s is focused on advertising efforts through spot TV largest sanctuary for homeless animals commercials and other traditional media to reach its Provides adoption, spay/neutering services and target market. educational programs Mission: to bring about a time when there are no more homeless pets 70 71 Press Kit Q&A A cash prize will be awarded to the winner. Treats, collars and dog food will be supplied for all who WHAT IS PROJECT PAWLIDAYS? attend. Attendees are also encouraged to bring An initiative created by Purina to make sure that donation items for the shelter, such as beds, toys, even dogs spending the holiday season in shelters blankets, collars and treats. feel the holiday spirit. For every bag of Purina Dog Chow sold during the month of December, Purina HOW WILL THAT MONEY BE USED? will donate $1 to The National Humane Society. Purina Dog Chow will donate $1 for every bag of our dog food purchased towards the National Humane WHO ARE OUR PARTNERS? Society. At the same time they will be donating During the Pawlidays initiative, Purina Dog Chow $555,000 worth of supplies and prizes to the Best has chosen to partner with both the National Friends Shelter. The money will be used to continue Humane Society and the Best Friends Animal taking care of the animals in the shelter and for Rescue Center of Los Angeles. Both of these activities during the Purina Dog Chow Pawlidays organizations are focused on creating a better life party. Attendees who tag #PurinaPawlidays in a for dogs waiting to find their forever home. post of their beloved animal dressed up in holiday spirit on Instagram or Twitter can win a prize of WHY IS THIS MISSION IMPORTANT? $500. There will also be party favors supplied such as Dogs aren’t just pets-- they’re members of our family. treats, collars, bandanas and dog food for all. Lastly, That’s why Purina wants to make sure that even you will be entered into a raffle for a year’s supply of dogs in shelters stay healthy, happy and loved while Purina Dog Chow if you adopt a dog in the month of waiting to find their forever homes. December from the Best Friends Shelter location.

HOW CAN THE COMMUNITY BE INVOLVED? For every bag of Purina Dog Chow purchased during the month of December, $1 will be donated to either the National Humane Society or the Best Friends Animal Rescue Center in Los Angeles. On December 12th, dog owners are invited to attend the Best Friends Animal Rescue Center. The event, sponsored by Purina, will feature a costume contest for the animals, an Instagram picture contest for attendees. 72 Situation Analysis 7kkkrqer81k2sff24b4xq8/file/518775021203 22 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- 1 “About Us.” Purina. Accessed September 27, 2019. https://www.puri- 7kkkrqer81k2sff24b4xq8/file/529177503286 na.com/about-purina. 23 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- 2 “The Nestlé Company History.” Nestlé Global. Accessed Septem- 7kkkrqer81k2sff24b4xq8/file/529170985143 ber 28, 2019. https://www.nestle.com/aboutus/history/nestle-compa- 24 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- ny-history. 7kkkrqer81k2sff24b4xq8/file/518764146959 3 “The Southeast Missourian.” Google News Archive Search. Google. 25 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- Accessed September 28, 2019. https://news.google.com/newspa- 7kkkrqer81k2sff24b4xq8/file/518772838323 pers?nid=1893&dat=20011213&id=viovAAAAIBAJ&sjid=oNwFAAAAI- 26 https://www.petful.com/brands/purina/ BAJ&pg=1266,6627049. 27 https://www.prnewswire.com/news-releases/national-service- 4 “Pet Food Politics.” Google Books. Google. Accessed September 28, dog-awareness-month-brings-spotlight-to-military-veterans-and- 2019. secindarye. canine-heroes-300912163.html 5 “2010 Malcolm Baldrige National Quality Award Application.” nist. gov, November 10, 2017. 6 McGinley, D. (2019, July). IBISWorld industry report OD4347 Pet 28 https://www.petfoodprocessing.net/articles/13024-purinas-chari- Food Production in the US. Retrieved from IBISWorld database table-giving-totals-31-million-in-2018 7 “Nestle Purina Buys Merrick Pet Care.” Dog Food Advisor, July 22, 29 http://www.realvail.com/denvers-purina-pet-food-plant-a-mod- 2015. https://www.dogfoodadvisor.com/dog-food-news/nestle-puri- el-of-sustainable-manufacturing-on-i-70/a5430 na-merrick-buyout/. 8 (2018, December). North America-Dog Care. Retrieved from Mar- Campaign strategy ketline database 9 (2019, July). Pet Food Company and Brand Sales of Pet Food– What 1 All statistics are retrieved from Simmons OneView data You Need to Know – US. Retrieved from Mintel Academic database. 10 “3 Pet Food Suppliers Are Dominating the Industry - but the Com- PR and Promotions Plan petition Is Heating up | Markets Insider.” Business Insider. Business Insider. Accessed September 29, 2019. https://markets.businessinsid- 1 https://www.businessnewsdaily.com/3455-cheap-prices-custom- er.com/news/stocks/dog-food-3-pet-food-suppliers-dominating-in- ers.html dustry-competition-heating-up-2018-5-1025866324. 2 https://medium.com/nestle-usa/nestl%C3%A9-purina-has- 11 “Petfood Forum Reveals Industry’s Leading Challenges.” Pet Prod- built-one-of-the-best-companies-for-lgbtq-workers-heres-how- uct News. Accessed September 29, 2019. http://www.petproduct- 3beddf640002 news.com/News/Petfood-Forum-Reveals-Industrys-Leading-Chal- 3 https://www.petfoodprocessing.net/articles/12918-purina-contin- lenges/. ues-to-drive-growth-for-nestl%C3%A9 12 “U.S. Pet Ownership Statistics.” avma.org. Accessed September 4 https://markets.businessinsider.com/news/stocks/ 29, 2019. https://www.avma.org/KB/Resources/Statistics/Pages/Mar- dog-food-3-pet-food-suppliers-dominating-industry-competi- ket-research-statistics-US-pet-ownership.aspx. tion-heating-up-2018-5-1025866324. 13 Simmons OneView 14 “Where Is Purina Dog Food Made?” Purina. Accessed September 29, 2019. https://www.purina.com/articles/dog/nutrition/is-purina- dog-food-made-in-the-usa. 15 Simmons OneView 16 https://www.purina.com/about-purina 17 All statistics retrieved from Simmons OneView. 18 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- 7kkkrqer81k2sff24b4xq8/file/529186837874 19 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- 7kkkrqer81k2sff24b4xq8/file/529171463992 20 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z- 7kkkrqer81k2sff24b4xq8/file/529171698108 21 Ad Retrieved from https://uwmadison.app.box.com/s/r61kj7an5z-