Del-Monte Takes Pup-Peroni on Tour
Del-Monte is hitting local pet hotspots with a 33-city tour for Pup-Peroni dog snacks.
The Pup-Patrol Mobile Marketing Tour makes stops at retailers, dog parks, festivals and local events such as baseball games, distributing “Pup-Packs” with samples and coupons.
Del-Monte kicked of the tour in the brand’s home town, Pittsburgh, with Pup-Rally street parties with sampling and “Stupid Pet Tricks” try-outs; Pup-Flicks movie nights (think Because of Winn-Dixie and Best in Show); Pup-Artists showings of dog-related work by local artists, to raise funds for a local shelter; and Pup-Dates speed-dating events that support the local shelter. Del Monte will bring one of these events to each city on its tour.
Tour stops include interactive kiosks with info on dog-friendly restaurants and hotels nationally. Del Monte is collecting signatures for its Pup Manifesto, with plans to present the document to government officials to demonstrate citizens’ desire for fewer restrictions on dogs in public places.
Visitors who sign the manifesto can also sign up as Pup-Peroni “Angels” to promote opening businesses to dogs. Some Angels will get digital cameras to photograph and list dog-friendly businesses they discover.
A “Pup-arazzi” photo booth at tour stops lets owners pose with their dogs on a Vespa scooter and side-car, with backdrops including Times Square and a country road. Visitors register to retrieve their photos online.
The tour began in late August and runs through August 2007 via RedPeg Marketing, Alexandria, VA.
For more coverage on event marketing
For more coverage on sampling
