Pro Plan Rally to Rescue — Nestlé Purina PetCare Company

Objective

Pro Plan Rally to Rescue program created a link between consumers and local animal rescue organizations. The 10-market mobile tour, including retail stops and sponsorships, built extreme loyalty for the brand.

Results

Execution:	9 Months
Markets:	10
Attendance:	1,195,500
Coupons Distributed:	6,804

Defining Moments

The 2005 Rally to Rescue Across America was a one-day event held to draw attention to animal rescue. The brand team considered the event so successful they decided to expand it into a mobile tour.

The 2006 Rally to Rescue mobile tour has become a key initiative for the Pro Plan brand and has helped raise more than $12,000 for animal rescue groups. The program has been integrated into retail programs, sponsorship activations and public relations campaigns.