Kroger, Purina Tell More 'Tales' About Pets

Kroger and Nestlé-Purina have again partnered to bring "Tales for the Pet Lover’s Heart" to shoppers."Celebrating the unique bond between people and their pets," according to its dedicated website, the integrated program encompasses in-store promotions, online activity and another TV special airing later this year.Purina and Kroger have pledged $150,000 in total to 20 animal welfare organizations across the U.S. Pet lovers get to help: For every funny pet story posted at www.talesforthepetloversheart.com between May 12 and Nov. 2, the partners will add $1 to the donation (up to $25,000). A complementary Facebook page directs consumers to the website.In addition, a sweepstakes breaking July 25 will award another $50,000 to an animal charity of the winner’s choice. The grand-prize winner personally receives groceries for one year (in the form of 52 $100 Kroger gift cards.)From May 18-31, Kroger loyalty cardholders got a coupon for $3 off a future purchase when they bought $25 in Purina products, or a $5 coupon with purchase of $30 or more. Eligible brands included Beneful, Fancy Feast, Friskies and Tidy Cat, as well as flagship Purina. Stanchion signs, violators and danglers presented the offer in stores.Purina and Kroger first teamed up to sponsor a Tales for the Pet Lover’s Heart TV special in fall 2008. (See Related Articles.) The partners told more tales in 2009 and 2010, but don't plan to repeat the TV portion of the campaign this year. "This year's campaign was designed to offer our customers more opportunities to get involved," a spokesperson said. Another in-store promotion is scheduled for the July-August time frame.In 2010, the campaign included a contest in which animal welfare organizations submitted two-minute videos to vie for a $50,000 donation. The effort has helped Kroger position itself as a destination for pet-care solutions while giving Purina an effective platform from which to run periodic promotions through the nation's largest supermarket operator.

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