Tongues and Tails wagging at Beneful Bark in the Park

April 15, 2010 by  
Filed under Case studies, Consumer, Featured, Purina

Within the hectic pace of modern life, pet owners are challenged when it comes to spending quality time with their pet. This was the key insight to come from the BENEFUL Fetching Time Report, a research report that coincided with the third annual BENEFUL Bark in the Park event being hosted around the country. Ogilvy PR’s consumer public relations agency Pulse Communications worked with Purina Pet Care again in 2010 to conduct the research and promote the Bark in the Park events taking place in key states. BENEFUL Bark in the Park is a free day out for dog owners and their furry friends, and provides fun complimentary activities and an easy way to spend more quality time with your pet.

The findings of the BENEFUL Fetching Time Report only highlight that pet dogs are quickly becoming more than just an animal in the eyes of dog-loving Aussies. Perhaps quite surprisingly, findings show that double the amount of male respondents (11%), compared to female respondents (5%), say that they consider their dog as a good friend. In contrast, mums’ definitely the word for female Aussie dog owners, as almost double the number of women (5%), compared to men (3%) are adding to their brood with a child of the paw variety, saying they consider their dog as a child.

“As the research indicates, dogs are increasingly considered as more than just a pet. The BENEFUL Bark in the Park™ events provide the perfect bonding opportunity for dog owners and their dogs” comments Nicole Battistessa, Head of Marketing, Purina.

The 2010 campaign was launched in Melbourne on Saturday 20 February, followed successfully by Sydney on Saturday 13 March, and ended with the inaugural Brisbane event on Saturday 27 March. Over 14,000 dogs and their owners enjoyed their quality time together at the three events, partaking in complimentary activities such as dog washing and grooming at the Healthy Radiance tent, free BENEFUL samples, and free expert advice from dog behaviourist Jo Righetti. Most popular was the free caricature of dogs and their owners, which saw the line snaking through the crowd.

A combined PR effort from public relations agency Pulse Communications saw coverage reach over 25 million people, with highlights including the cover of the Daily Telegraph’s Best Weekend Lift out, Channel 9 and 7 news bulletins, and photo stories in metro magazine mX in both Sydney and Brisbane. A case study created extra interest in the findings of the Beneful Fetching Time Report and received coverage in The Courier Mail, in itself reaching over 400,000 Australians.

Public relations agency Pulse Communications found that 99% of messaging included a reference to the BENEFUL Bark in the Park event, and 96% of messaging included the BENEFUL brand reference. With an initial KPI of 55, Pulse secured 77 pieces of coverage, with further pieces still pending publication.