As an agency, sticking with a client means finding a partner we trust and appreciate. Purina Pro Plan, one of our original pillar clients, has filled this role for Kicking Cow since we first opened the barn doors 17 years ago.
Year after year, we’re honored to bring Purina’s excellence to life through our prep work, behind-the-scenes on-site production and execution of high-impact experiential live event campaigns. We’re particularly proud of our role in promoting Purina Pro Plan at the three North American dog shows they sponsor throughout the country.
In addition to managing and staffing various elements of the dog shows, and to bring increased value to our role within Purina’s sponsorship, we provide our client with footprint counts, impression counts, sampling rate and in-depth social media overview of the activation.
The Kicking Cow herd engages with consumers at the dog shows to build on the Purina Pro Plan relationship and the Purina Pro Club’s continual support of the breeder community.
Beverly Hills Dog Show
In 2017, Purina launched its inaugural sponsorship of the Beverly Hills Dog Show, which taped at the beginning of March, and is scheduled to air on USA Network this Easter.
During our successful trip to sunny California we manned the Purina Pro Plan booth at the dog show. We support our client by interacting with the breeder community that heavily supports Purina Pro Plan as the nutrition of choice for their dogs.
We are responsible for the set-up, tear down and overall production work for our client at the show. Within the impactful footprint, we sampled three products, including two of the newest and most innovative formulas in the brand’s portfolio.
The 15’ x 50’ space featured a shelf set complete with the brand’s full line of food, the myPLAN kiosks and informative graphics that highlight upcoming product releases and mainstay dog and cat food formulas.
Additionally, as the managing agency of the Purina Pro Plan Performance Team, it was in our bucket of to-dos to book and bring out one of the impressive trainer and dog duos to perform live during the show.
Kicking Cow has marketed and managed the Purina Pro Plan Performance Team for over a decade. We schedule the branded canine athletic exhibition to join dog shows, fairs, festivals, and major sporting events to act as a multi-branded entertainment property to increase equity in the Purina brand.
Westminster Dog Show
At this dog show, our job at Kicking Cow is to increase awareness of the entire Purina Pro Plan platform. We staff multiple Purina Pro Plan booths at the event and provide samples of Purina Pro Plan’s premiere dog show brand.
We work hard to reach our goal to increase the awareness of the entire Purina Pro Plan platform by coordinating the sampling of dry dog and cat food and treats. In 2017, we focused on the promotion of Purina Pro Plan Bright Mind 7+ and Pro Plan Prime Plus, for older dogs and cats.
At each of the dog shows we also bring along the myPLAN kiosks to help consumers find the right Purina Pro Plan food plan for their pet. We’ve worked with the myPLAN kiosks since their launch and aided in the development of the experiential tool. Each consumer who uses the kiosk gets emailed a coupon in addition to a coupon supplied on site by staff to thank them for completing the survey.
At the Westminster Dog Show, our client proudly shared that 98 of the top 100 dogs in the country are Purina Pro Plan fed. As an agency, we worked hard to promote this fact amongst an array of other great client-focused content.
We set up a product display at the Purina Pro Plan booth to replicate a store display. We also coordinate and set up a large video wall backdrop with looped brand messaging to highlight the client.
National Dog Show
For years, Purina has been a sponsor of the respected National Dog Show.
Kicking Cow attends the dog show extravaganza during the filming in Philadelphia to promote Purina Pro Plan’s critical involvement in the health and wellness of a sweeping majority of the competing dogs. It is filmed a week before Thanksgiving and annually airs NBC on Thanksgiving Day.
At the National Dog Show, we interact with consumers and the breeder community through the myPLAN kiosks, sampling, shelf sets, and a large video wall backdrop.
We also bring out the Purina Pro Plan Performance Team to wow the crowds with the agility of Pro Plan fed dogs.