Purina Launches New Campaign for Beneful

As a reaction to a recent class action lawsuit the company calls “baseless,” Purina has launched a new national ad campaign that aims to clean up the brand image of its Beneful brand of dog food.

The campaign, which originally ran on PR Newswire, features Purina workers who also happen to be dog owners. The campaign, called “I Stand Behind Beneful,” stresses that over 1.5 billion meals of Purina Beneful have been served to dogs. Most owners, including ones who work at their factory making the food, are impressed with the company’s safety standards.

“We’re not just making it for your pets, we’re feeding it to our own pets, and we know it’s good,” said Materials Accounting Coordinator Cliff.

The ads are going to run on TV and print. The campaign started off as an internal company statement but then spread. There are eight Purina factories in the United States that manufacture Beneful. The brand was introduced in 2001 and has been one of the company’s all-time leading best sellers.

The “I Stand Behind Beneful” campaign features a number of key Purina factory workers who also feed Beneful to their dogs. The pride in their work is obvious. It’s unlikely that any of them would feed their beloved pets dangerous dog food. Since they work in the factory, it seems likely they’re quite convinced that they are producing quality food. Purina is a part of Nestle, the world’s largest food company. Nestle manages 29 brands that do over $1 billion in revenue annually. This campaign focuses on the pride that Purina workers have in the dog food they spend their time crafting. Look for these ads to be displayed on national television. This Sunday they have also placed a full-page ad in the prestigious New York Times.

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