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Del Monte Launches Pup-Peroni TV Ad Campaign

Posted: Monday, January 26, 2009

First television spot for Pup-Peroni ad campaign airs Jan. 26
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The first television spot of an $8 million national advertising campaign for Pup-Peroni brand dog snacks will begin airing Jan. 26.

Blending television advertising with online and viral marketing, the “Dogs Just Know” campaign attempts to highlight bonding moments between dogs and their owners.

Created by the agency Draftfcb’s San Francisco, Calif. office, the campaign is the first national television campaign for Pup-Peroni, and its largest campaign to date.

The campaign will include 15- and 30-second television commercials airing on network television during daytime, prime time and the evening news. Spots will also air on cable channels.

Del Monte has singled out Pup-Peroni, its strongest performing pet treat brand, for increased consumer marketing efforts.

“The Pup-Peroni program displays Del Monte’s commitment to fresh, bold approaches to consumer marketing,” said Bill Pearce, Del Monte’s senior vice president and chief marketing officer. “We are energized by the strength of our pillar brands and are firmly committed to drive growth and lead the pet snacks category through strategic investment.”

In addition to the television commercials, the company plans to offer coupons and “pup-grams” at the brand’s website. Visitors will be able to forward the customizable pup-grams to others. <HOME>

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