Pup-Peroni gives dogs weird ability to write messages on cards

Posted on Mon Jan 26 2009

Hooray for dogs! In a clear sign that dogs are indeed man's best friend, Del Monte Foods has launched its first-ever TV and Web campaign for its Pup-Peroni dog treats. Ads from Draftfcb in Chicago show the beloved little creatures engaging in human dialogue. Unlike Bud Light's one-track-mind pooch, these canines hold signs like "I really, really missed you!" and, while enjoying a scratch, "A little to the left, please."
  CMO Bill Pearce, who comes to Del Monte from Procter & Gamble, says the campaign aims to reinforce Pup-Peroni's role in cementing that indelible relationship between pet and pet owner. "We think Pup-Peroni is as irresistible as your dog," he says. "That's the brand's essence. The proposition is, 'Your relationship with your pet matters so much that only Pup-Peroni is good enough to share with them.' "
  Supplementing the 15- and 30-second spots is an online "pup-gram" initiative, which allows people to send a cuddly pet message to fellow dog lovers.

—Posted by Elaine Wong



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