Pet Valu is giving consumers the opportunity to support local pet-focused charities through its first Pet Appreciation Weekend (PAW) event, taking place this weekend.
During the event, store employees will hand out branded temporary tattoos, fridge magnets, treats and toys. Visitors can also purchase an image of a paw that will be displayed within their Pet Valu location, with proceeds benefiting organization such as provincial Societies for the Prevention of Cruelty to Animals (SPCA), shelters, animal rescues and other pet-related organizations.
Sales of the paw decal will continue until the end of the month.
The goal is to raise $250,000 by the end of the month. Pet Valu is also accepting donations of pet food, litter, toys and other supplies. As part of the weekend event, Pet Valu will offer “buy one, get one free” deals on some of its items. Johnston said she hopes people will donate their free item.
Pet Valu is promoting the event and driving people to an online contest through Facebook ads, direct mail, flyers, radio ads and point-of-sale materials developed in house, in addition to public relations efforts handled by Toronto agency The Siren Group.
While online, consumers can enter a contest for one of eight Apple iPad 2s, free pet food for a year and various pet supplies. The site also drives visitors to Pet Valu’s Facebook page, which has seen a 40% fan increase since the contest launched March 28.
The event will be held at the over 400 Pet Valu locations in Canada and the U.S., and at 25 Bosley’s Pet Food Plus locations in British Columbia.
