up
of
down

Nestlé Purina: Client Profile
tag tags view
direct link

Nestlé Purina: Client Profile

For more than 70 years, Nestlé Purina has been passionately committed to improving the lives of dogs and cats through fresh, innovative approaches that redefine world-class pet care.

See our work for Nestlé Purina »

Nestlé Purina: Earning Loyalty With Enthusiasts
nestl purina , animal , cat , dog , case studies , influencer marketing , print ad
tag tags view
direct link

Nestlé Purina: Earning Loyalty With Enthusiasts

< Previous / Next >

Solution

The This Could Be The Year campaign demonstrates that Pro Plan is the brand that understands the competitive nature of breeders and delivers the pride of achievement they crave. The campaign celebrates and encourages the competitive spirit of breeders through sports-like journalistic photography and bold headlines. Now in its third year, This Could Be the Year has received extremely positive feedback. Much of the buzz centers on how the campaign’s breakthrough creative beautifully captures the essence of what makes the sport of showing dogs so popular with breeders and consumers alike.

Challenge

Purina® Pro Plan® is a super-premium dog food brand that has quietly dominated the highly influential breeder audience for years. But recently, other pet food manufacturers, recognizing an opportunity, have started to challenge Pro Plan’s dominance. They cast Pro Plan as a big brand made with sub-par ingredients and fillers. Pro Plan needed to fight back, but the brand wouldn’t win by playing the war of ingredients waged by the competition. We needed to create emotional affinity for Pro Plan among breeders to overcome rational attacks from niche brand offerings.

Nestlé Purina: “Talking Dogs” TV
nestl purina , work , nestle , tv , television , film , broadcast , video , content
tag tags view
direct link

Nestlé Purina: “Talking Dogs” TV

Nestle Purina PVD Fortiflora TV

< Previous / Next >

 

Solution:

The star in our cast is Mishka, the talking Husky and YouTube sensation who is known for saying “I love you.” The ad is a fun and memorable way for owners to learn about how they can help their pets get back to being themselves with FortiFlora Nutritional Supplement. In addition to TV impressions, the ad is receiving hundreds of thousands of views on YouTube.

 

Challenge:

Pets bring so much happiness to their owners, and yet GI upset can get in the way of happiness for both pets and their owners. A recent study by Purina reveals that almost one in every four pets had some kind of GI incident over the past year, and that nearly all of their owners wanted to have something on hand to help manage GI upsets when they occur. We needed to demonstrate to pet owners that with FortiFlora Nutritional Supplement from Purina, they can be ready for GI upsets and return that happiness to their pet.

C+M New Hires: Account Service + Strategy Teams
blog , new hires ,  strategy
tag tags view
direct link

C+M New Hires: Account Service + Strategy Teams


We have a ton of fresh faces in every discipline at the agency. Below is a list of just a few of those recent new hires in our account services and strategy teams (pictured from left to right):

-  Melissa Meyer, Account Director, has worked at creative agencies throughout the U.S. on the Old Spice, Uncle Ben's, Hillshire Farms, Jimmy Dean and Nestlé Purina brands. She’s also worked with artists such as Lady Gaga and The Black Eyed Peas to develop strategic partnerships in the music industry.

-  Kyle Johnson, Social Media Monitoring and Web Analytics Strategist, gained considerable technical experience working at tech-focused startup companies in San Francisco and the Twin Cities. He also earned his MBA from the University of San Francisco.

-  Caitlin Roemhildt, Assistant Account Executive, brings her experience in market research and account service from working with household brands that include Hormel and Target.

-  Tricia Schlaefer, Assistant Account Executive, worked most recently with the Arthritis Foundation and is a graduate of the University of Minnesota.
 
-  Colleen Marion, Business Manager, joins us after spending many years working in finance for a Twin Cities construction company.

C+M Partner Exponent PR Most Awarded at MN PRSA Classics
press release
tag tags view
direct link

C+M Partner Exponent PR Most Awarded at MN PRSA Classics

MINNEAPOLIS, April 1, 2011 - Exponent PR received 12 awards last night during the 33rd annual Minnesota PRSA Classics Awards, the most received by any agency or company. Sponsored by the Minnesota chapter of the Public Relations Society of America (PRSA), the awards celebrate the best public relations campaigns of 2010.

"It’s an honor to have our work recognized as some of the region’s best," said Tom Lindell, managing director, Exponent PR. "This recognition is a tribute to great client partners and their success."

 

Exponent PR received recognition for its work on behalf of a range of clients, including Bikes Belong, Caribou Coffee, CHS Inc., DuPont Crop Protection, General Mills, Nestlé Purina and Winfield Solutions. Following are the specific awards:

- Marketing Products (Established budget more than $75,000): "Time’s Up, Cupcake. It’s Time for Pie!" for General Mills

- Public Service (Business/Industry): "Pedaling to Mainstream" for Bikes Belong

- Special Events/Observances (Less than seven days): "Caribou Coffee Grows Hope with Amy’s Garden" for Caribou Coffee

- Institutional Programs (Business/Industry): "Amy’s Blend Brews Hope" for Caribou Coffee

- Creative Tactics: "Staying Awake for Success" for Caribou Coffee

- Web sites: "Linking Advocates to peopleforbikes.org" for Bikes Belong

- Speech Writing: "Paying Respect to Environmental Respect" for DuPont Crop Protection

- Feature Writing: "Follow These Steps to Improve Pasture Productivity" for DuPont Crop Protection

- Magazines: "’C’ the World Through CHS" for CHS Inc.

- Newsletters: "Nourishing Veterinary Know-how" for Nestlé Purina

- Media Kits (More than $15,000): "Larger Than Life Granola Thins Make Media Hungry for Nature Valley" for General Mills

- Brochures: "Winfield Solutions Proves Seeing Is Believing" for Winfield Solutions

Minnesota PRSA is the tenth-largest chapter of the PRSA, the world’s largest organization for public relations professionals, with nearly 32,000 professional and student members. Minnesota PRSA comprises more than 400 members who represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms, and nonprofit organizations.

C+M Named AOR For Dorel Recreational/Leisure Segment
press release
tag tags view
direct link

C+M Named AOR For Dorel Recreational/Leisure Segment

MINNEAPOLIS, Oct. 26, 2010 - Today Colle+McVoy was named global advertising agency of record for Dorel Industries Inc.’s (TSX: DII.B, DII.A) Recreational/Leisure segment, a worldwide leader and innovator in high-end and enthusiast bicycles and sports apparel, including the Cannondale, Schwinn, GT, Mongoose, IronHorse and SUGOi brands. The agency will lead global strategic and creative development of integrated programs across all traditional and nontraditional mediums targeted to consumers, independent bike dealers, mass merchants and sporting goods retailers.

"As Dorel Recreational/Leisure grows, we need a best-in-class partner to help us continue to evolve and maintain the relevance of our iconic consumer brands," said Andrew Coccari, CMO Global Marketing, Dorel Recreational/Leisure segment. "Colle+McVoy’s passion for bicycling is evident in their work with groups like Bikes Belong. Their consumer-centric focus toward building beloved lifestyle brands is tried and true, and their appreciation for the dynamics and pace of this industry is unparalleled."

"Enthusiast lifestyles are a core focus and expertise of ours. It’s an honor to partner with Dorel Recreational/Leisure to advance the growth of its iconic brand portfolio," said Christine Fruechte, president and CEO, Colle+McVoy.

This substantial AOR assignment is the latest win by Colle+McVoy, which was also awarded new business recently from Old Navy, Mammoth Mountain Ski Resort, Medtronic Foundation, Explore Minnesota Tourism, Regis Corporation, General Mills, Land O’Lakes and Nestlé Purina.

C+M Recognized at Best of NAMA National Awards Competition
press release
tag tags view
direct link

C+M Recognized at Best of NAMA National Awards Competition

MINNEAPOLIS, April 22, 2010 - Colle+McVoy received several awards from The National Agri-Marketing Association (NAMA) during last night’s national 2010 Best of NAMA awards ceremony in Kansas City. The Best of NAMA program recognizes excellence in advertising, public relations and digital communications in agribusiness and related industries.

"Colle+McVoy is dedicated to creating powerful communications that lead the agricultural industry," said Christine Fruechte, Colle+McVoy president and CEO. "We are grateful and honored to receive this recognition of our teams’ impactful strategic thinking and fresh creativity."

Colle+McVoy received a first place award for its Answer Plot® campaign created for Winfield Solutions, LLC. The multimedia campaign strategically encouraged growers to attend Answer Plot® Program experiences that showcased the technological benefits of Winfield Solutions, LLC products.

Colle+McVoy also earned a first place award for the This Could Be the Year campaign created for Nestlé Purina PetCare Company’s line of Purina® Pro Plan® dry dog food. The campaign advertisements, targeted to dog breeders and enthusiasts, used beautiful photography and bold headlines to emphasize the influence of high-quality nutrition on a dog’s performance.

Colle+McVoy also received a merit award for company magazine work on behalf of CHS Inc. These national awards are in addition to eleven regional NAMA awards won by Colle+McVoy and Exponent PR, the public relations division of Colle+McVoy.