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