Walmart food truck serves up a dog's breakfast

The food truck trend has gone to the dogs.

Walmart Canada promoted its new “super premium” pet food brand, Pure Balance, with a pooch-friendly food truck at Woofstock in Toronto this past weekend.

The Pure Balance Pooch Truck, created with ad agency J. Walter Thompson Canada, is made exclusively for dogs. It is a third of the size of a regular food truck, with a window accessible only to dogs.

At Woofstock, billed as North America’s largest outdoor festival for dogs, the Pooch Truck was positioned near food trucks for humans.

Dogs and their owners that visited the truck and took a selfie using #PoochTruck had a chance to win a year’s supply of Pure Balance food.

“With Walmart, we wanted to create an interesting, dog-centric campaign that really caught the attention of pet lovers,” said Ryan Spelliscy, SVP, executive creative director at J. Walter Thompson Canada, in a release. “The Pooch Truck really stood out and brought Pure Balance to the market in a creative way. Pet owners also got the opportunity to engage with the brand and learn about the product.”

Walmart launched Pure Balance dog food in stores and online earlier this month. According to the company, the product contains real chicken, bison and salmon, and has no chicken by-products, corn, wheat or soy.

This article first appeared on MarketingMag.ca