Nestlé Purina goes One Beyond in USD 1 million charity giveaway
Nestlé pet care brand Purina One gave Americans the chance to ‘spread goodness’ in a USD 1 million charity giveaway this week.
Passers-by in four major US cities were invited by Purina’s street teams to nominate one of 15 preselected national and local non-profit organisations to receive a USD 5,000 gift in their name.
A total of USD 200,000 each was donated to various pet and people-related causes on behalf of people in New York, Miami, Denver and New Orleans. The same amount was offered via Facebook, where visitors to the Purina One page could vote for one of five animal charities to receive a percentage of the funds.
The day-long campaign - supported by celebrities including Hollywood actor Josh Lucas and champion snowboarder Chris Klug – formed part of the pre-launch activity for the new Purina One Beyond dry dog and cat food range, available from January 2011.
Christy Simons, Assistant Brand Manager for Purina One explained. She said: “Purina One Beyond is more than a pet food. It is a brand with a point of view. Our philosophy is ‘positively good for your pet and the world you share’. When you buy the product you are not only making a positive contribution to your pet’s health, but to the environment, and to the welfare of shelter animals around the USA.”
Purina One Beyond is the first Purina product to use packaging made from at least 92% renewable materials. It will support the Company’s partner network of animal shelters to which it already distributes more than 500,000 kilograms of surplus food per year to pets awaiting adoption.
The shelters received another boost earlier this month, when Purina honoured a pledge to donate USD 500,000 on the condition that the same number of viewers watched a series of four online ‘documentaries’ on the making of the new brand.
Viewed by more than 1.5 million people since their November release, the popularity of these short You Tube films, starring Purina employees, has already eclipsed this target.
Christy Simons described their aim. She said: “We wanted the mini ‘documentaries’ to communicate the creation of Purina One Beyond in a very transparent and authentic way; presenting the people involved, our aspirations for the product, and the challenges we encountered. They have already surpassed our expectations. We hope that consumers will continue discover them as recognition of the brand grows.”
A natural blend of nutrient-rich meat and whole-grains, with no corn or wheat, Purina One Beyond brings super-premium quality pet food to the mass-market.
It will be available in major retailers across the USA, with each pack featuring a real-life pet adoption story to highlight the number of abandoned animals waiting to find a loving home.
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