Purina Hosts Parties in Target Dog Owners’ Homes
For the 2009 launch of Chef Michael’s Canine Creations, Purina wanted to drive product trial and awareness among female dog owners, ages 45 to 54. To celebrate its national debut, Purina hosted thousands of dinner parties in target dog owners’ homes where Chef Michael’s House Party hosts gathered 10 or more friends and family for a potluck dinner of dishes especially prepared for the party and dogs sampled Chef Michael’s. Hosts and guests engaged in various activities such as creating recipe books to take home, playing games and other activities, and finished the evening off with a stroll with their dogs.
Hosts were encouraged to recount their party through photo and video downloads as well as by posting detailed blog entries on the custom-branded website. More than 12,000 humans and 7,500 dogs attended about 1,000 parties, which helped spread word of mouth offline and across the web. In addition, over the course of the campaign, hosts and guests engaged with the Chef Michael’s brand for over 50,000 hours.