Nestlé’s Purina pet food brand is giving seven shelters across Canada the green treatment.
A Purina team working to improve the space outside the Toronto Humane Society.
As part of its Paws for the Planet initiative in partnership with Evergreen, Purina is renovating the shelters’ outdoor areas to be safer, more playful and more eco-conscious. For example, the team planted trees and built play structures and a “dog boardwalk” at the Toronto Humane Society.
From a PR perspective, the program demonstrates Purina’s commitment to enriching the lives of pets, said Stephanie Deotto, shopper marketing manager, Nestlé Purina PetCare. “The shelter makeover is a great avenue to do that because it provides pets at the shelter with an enjoyable space while they’re waiting for their forever homes.
“It’s a great hook with media to come down and take a look at the renovations and the hard work that our volunteers are doing to get those spaces up to par.”
Purina also launched a contest that gives pet owners the chance to win one of three $5,000 backyard makeovers designed to create more green space. Canadians can enter online at www.pawsfortheplanet.ca. The site also has tips for pet owners looking to reduce their pet’s “eco paw print.” With every contest entry, Purina will donate $5 (up to a maximum of $50,000) to Evergreen’s Stewardship and Restoration/Urban Ecology program.
Purina is promoting the contest through digital advertising, social media channels and in-store displays. Evergreen and the animal shelters are helping to get the word out on their social media channels as well.
Paws for the Planet first launched in 2010, with Purina donating $50,000 to Evergreen and encouraging pet owners to take a pet-related “green pledge.” To date, Purina has donated nearly $500,000 to Evergreen. The Paws for the Planet program began doing shelter makeovers in 2013.
Apex Public Relations is handling PR for Purina.
