PURINA PRO PLAN PERFORMANCE TEAM

Objective

Utilize a multi-branded entertainment property to increase equity in the Purina brand.

            Results

            Execution:     12 Months

            Markets:         72

            Impressions: 90MM

            Premiums:     7,636

Defining Moments

The Purina Incredible Dog Team is a branded canine athletic exhibition hired to perform at fairs, festivals and major sporting events across the country. KCP has marketed and managed the program for nine years while steadily increasing the number of appearances to over 100 per year.