Campaign: Purina Bowl by Bowl
Company: Purina One
Nonprofit Partner: Various Animal Shelters
Launch Date: December 6, 2011
[/box]Campaign Description:
Purina One has announced two facets of a new cause marketing effort to benefit their network of animal shelters. For each scan of a QR code stickers on dry cat food packages, Purina will donate $1.00 to feed shelter pets, up to $30,000. Additionally, for each person that completes a “Bowl-by-Bowl” online quiz, Purina will donate one bowl of food to a shelter with a goal of 10,000 donated bowls of food each month. On select months, if this goal is reached, an additional special donation will be unlocked.
Our Take:
We love that this campaign gives animal lovers multiple ways to engage via product packaging and online interaction. Acting as a good corporate partner, Purina is taking the time to spread awareness about the cause message via the Facebook quiz and encouraging repeat engagements via the monthly goal. Two paws up in our book!
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