Purina is promoting Puppy Chow dog food with “Puppyhood”, an integrated advertising campaign including a Buzzfeed video and a content-rich website. At the heart of the campaign is a 3.5 minute short film featuring a man who adopts a Cavalier King Charles Spaniel puppy. King Charles becomes Queen Charles before picking up the name Chloe. Chloe learns all about soccer practice, playing the piano, 1980s music, bathroom privacy and the value of miniature landscapes. The video connects viewers to the microsite, puppyhood.com.
The Puppyhood website is designed to be a one-stop shop for pet-care information, with articles created by Purina’s pet behavioural experts and nutrition experts and creatives at Night Agency. Night Agency executive creative director Evan Slater explains the levels of engagement in the Puppyhood site. “There are two core elements to the magazine. Some of the content can be accessed without a registration, but once you register, you can enter in the dog you have, how old he is and so on. Then, content is customized for your breed. “Milestones change, content changes.”
Puppyhood has multiple sections: nutrition, grooming, health and training. There’s also a section called “trending stories,” which features the site’s most popular pieces. Stories include “Choosing the best dog food for your puppy,” and “Puppy worms and how to treat them.” And, a “Dog Walk” feature finds the best strolls for your new best friend.
Buzz feed’s earlier work for Purina’s Puppy-related products includes “Giant Men Meet Tiny Puppies” and “Humans Are A Dog’s Best Friend.
The Purina Puppyhood campaign was developed at Night Agency.
Filming was produced by BuzzFeed.
Music is by Brooms.