» Client: Del-Monte’s Pup-Peroni Dog Snacks
» Job: Create a national campaign that targets pet owners and their dogs with a series of interactive, attention-grabbing “pup-friendly” events in cities across the U.S.
» Agency: RedPeg Marketing in Alexandria
» Theme: Dogs are people too.
» The Concept: The campaign plays up the relationship between pet owners with events that allowed them to take their dogs to events that are normally only open to humans.
» The Plan: Instead of standard ad placements for Pup-Peroni Dog Snacks, RedPeg designed a multi-city tourwith events such as “Pup-Rallies” at baseball stadiums, “Pup-Flicks” movie nights and “Pup-Dating” at restaurants. The campaign kicked off last week in Pittsburgh at PNC Park. Pet owners were invited to bring their dog’s into the usually off-limits baseball stadium to watch the Pittsburgh Pirates play. Each event incorporates interactive kiosks, where you can do things like get a portrait with your dog and a station to share the names of dog-friendly restaurants, hotels and other locations with fellow pet owners. The tour stops in Washington next spring.
» Creative Team: Jeff Snyder (partner), Kim Pulczinski (account director), Carlos Zubrzycki (account supervisor), Mike McKenna (art director), Todd Fidelman (graphic designer) and Macro Maestro (assistant art director)
» Background: RedPeg marketing, with offices in Alexandria and Westport, Conn., is a full-service marketing and promotions company that specializes in brand recognition with campaigns that engage the target audience. Recent clients include AOL, Anheuser-Busch, Ford and JP Morgan Chase.
» Working on Next: Campaigns for Ford, 9 Lives and Choice Hotels
