President’s Choice’s latest campaign is for the dogs.
This Saturday, Loblaw’s private label pet food line PC Nutrition First will be joining forces with Woofstock—the largest outdoor festival for dogs in North America—to host the PC Six Legged Race.
Owners and their pets will participate in a two kilometre run (or walk) at Toronto’s Woodbine Park to help raise money in support of the President’s Choice Children’s Charity and the Toronto Humane Society.
The race is a way to actively engage with consumers, explained Cheryl Grishkewich, VP of control brand marketing at Loblaw.
“President’s Choice is always trying to challenge Canadians to try new foods and to expect more from food, so we apply the exact same thing to families with pets,” she said. “We recognize that pets are an important part of the family, so we’re really committed to challenging the palettes of pets as well.”
Grishkewish says PC decided to partner with Woofstock because they felt it was a great way to bring families together with their pets and do something fun and active.
The event was promoted during the two weeks leading up to the race with geo-targeted digital ads running on Instagram and Facebook. About eight million posters were put up around the city of Toronto.
Pet influencers such Dean the basset hound and Tibby the corgi will also be pushing out the program via their social media channels.
At the event, a PC Nutrition First pet truck will be on site handing out samples
Grishkewish says while the run isn’t meant to be competitive, the pet and owner who come in first will receive $500 worth of dry dog food, while those coming in second, third, fourth and fifth place will receive $100 worth of dry dog food.
All participants will receive a goodie bag that includes a $10 gift card as well as different Nutrition First samples and a retractable dog bowl
Participants are encouraged to raise funds, and President’s Choice will match up to $5000 in pet food that they will donate to the Toronto Humane Society.
PC Nutrition First pet food line has 42 SKUs. It first launched in 2005 with 20 products under its portfolio.