Purina Pro Plan Rally To Rescue

Objective

Create a link between consumers and local animal rescue organizations while building brand loyalty and retail relationships. 

Results

Execution:     7 Months

Markets:         12

Impressions: 1,200,000

Coupons:      6,200

Defining Moments

Rally to Rescue organizations have saved over 600,000 pets. The 2005 Rally to Rescue Across America was a one-day event held to draw attention to animal rescue. The event was so successful it was expanded into a nationwide mobile marketing tour. In 2006, Rally to Rescue became a key initiative for the Pro Plan brand and continues to help raise funds for animal rescue groups. The program has been integrated into retail programs, sponsorship activations and public relations campaigns.