Del Monte Foods launched a new, $8 million national campaign for Pup-Peroni brand dog snacks. The first-ever national television campaign for the brand features a lineup of 15- and 30-second television spots, highlighting consumers’ conviction that their dogs have an amazing ability to communicate and empathize with their pet parents. Each spot underscores how pups are insightful, loving and unconditionally devoted to their pet parents, endearing qualities that are best celebrated with a treat that is as irresistible as they are.
The integrated campaign is complemented by dynamic online offerings, including customizable “Pup-grams” that will further excite consumers, spread awareness and drive purchase about the brand’s new positioning within the social- and viral-media channels. This is the first Pup-Peroni assignment for agency partner Draftfcb, which expanded it relationship with Del Monte in late 2008. Creative and media planning duties are being managed by Draftfcb’s San Francisco office.