Lassie is getting ready to run this summer. The heroic collie lends her name to a new dog food marketed by Classic Media, which owns rights to the classic film and TV character. The brand, Lassie Natural Way, hits supermarket shelves this month. Classic kicks off a 20-week tour in June to promote the brand, whose launch dovetails with the pending U.S. release of the film Lassie, a remake of the 1938 classic Lassie Come Home.
The Lassie Natural Way Tour runs through Oct. 15, with stops at retailers and local events. Each four- to five-day stop brings Lassie herself on-stage to recreate famous scenes from her TV show.
A photo tent lets visitors have their picture taken with Lassie. A product tent offers samples and coupons; a veterinarian technician answers visitors’ questions about natural pet food. Some tour stops, coordinated with local organizations, are slated for green markets, state fairs, sporting events and pet events, as well as a charity screening of the new movie.
Snap Marketing, New York, handles the tour for New York-based Classic Media. Private-label dog food manufacturer Sunshine Mills, Red Bay, AL, will produce the line, but Classic Media handles all marketing.