Most people care about goes on their plate and they ensure they eat nutritious meals. Purina PetCare cares more about what goes on the plates of pets. Their love for pets saw them investing heavily in the quality of food that their pets eat.
Their pet care products started back in 1894 from an American businessman who took health seriously, William H. Danforth. On January 8 1894, he partnered with William Andrews and George Robinson and began Robinson-Danforth Commission Company that was in the business of feeding farm animals. In 1902, they changed their name to Ralston Purina which is the name it held until 2001 before it was acquired by Nestle for $10.3 billion. It was then that the name changed to Nestle Purina PetCare, as noted on the Purina news section of the Newscenter. They then merged with Friskies PetCare Company which is Nestle’s pet food business.
Purina ventured in the pet nutrition business back in 1926 when they set up a pet nutrition and care center in Missouri to look further into its pet food palatability and nutrition. In 1956, they introduced Purina Pet Chow and in 1963, Purina Cat Chow. Among their many products, their main revenue earners are Purina Dog Chow, Purina, Purina One, Friskies and Purina Beneful.
Purina’s focus hasn’t been purely on pet food nutrition. They have made a go at making a world record during the ‘Take Your Dog to Work Day’ by going for the ‘Most Pets in a Workplace’ in just one day. They asked their employees to bring their pets to work and encouraged other companies to join them on this day by asking them to make a pledge. The all-day event would have Purina Pro Plan Incredible Dog Team entertain people, have their pet photo taken by a professional photographer, have a pet vet look at their pets and have ice cream and cold treats for employees and their pets.
The Purina Pro Plan Incredible Dog has an annual dog challenge that sees dog lovers bring their dogs to see their dogs, from all backgrounds and breeds, compete for the IDC Champion in dock diving, freestyle flying disc and agility among others. This year, they took the challenge to Boston. The dogs participated in activities such as jumping through hurdles, high-flying Frisbee routine, and find their way through obstacle course. The most anticipated activity was the leap off a 40 foot dock and into a 19,000 gallon pool tank.
The company also showcased their marketing prowess from a Purina Corgi commercial that created a lot of buzz in the internet. The commercial was to air during the Grammy award. “I Get Beggin” was one video that received a 7 percent engagement rate via twitter while the typical engagement rate for consumer packed goods is normally 3 percent.No Comments