Purina Puppy Chow

Historically, Purina’s Puppy Chow and Dog Chow have led the pet food category. But in recent years, competition has intensified, causing Purina to slip from its position. This was a major concern for a category with a high degree of loyalty: the puppy segment is the gateway to the more lucrative, long-term adult segment.

Lowe Roche set out to cement the brand’s position as the puppy authority, ultimately increasing sales of Puppy Chow. Raising a puppy is no easy task. Research identified that 40% of dogs are surrendered to shelters or abandoned due to the belief that they are “bad dogs.” In most cases, lack of knowledge and appropriate training is the real culprit. Welcome to “Puppy School.”

Lowe Roche believed that by offering a fun, expert portal for all things puppy, consumers would come to trust Purina for their pet food needs. The agency built the ultimate puppy training-specific site, with an online workbook, step-by-step training videos, quizzes, downloadable lessons, checklists and training logs.

To support the nervous demographic of first-time puppy owners, the site featured a live FAQ staffed by experts. And mobile access made puppy training easier in the backyard or the park. Offline, an integrated campaign included print, a media tour starring Purina’s puppy teacher, and school bus stunts to generate interest.

“Puppy School passed” with flying colours: users have flocked to the site, sharing video content and ordering the free welcome kits. Purina Puppy Chow’s shipments have increased 12%, and it’s #1 in the category once again.