Purina’s pet care product range includes the Bonnie brand of dog food. When Nestlé Purina became a sponsor of the 2013 Australian Working Dog Conference, the company engaged Seftons to help position Bonnie as an iconic brand, providing a scientifically balanced diet to meet the particular needs of working dogs.
We planned and ran a public relations campaign that involved media alerts, media releases and management of media relations at the conference. The stories profiled former Wallabies rugby union player Tom Bowman and his working dogs, making a connection between elite athlete nutrition and nutrition for working dogs; and Australian Institute of Sport Senior Physiologist, Professor David Pyne, provided additional commentary on the importance of good nutrition. The campaign received extensive coverage in print, radio and online media, including Daily Telegraph and The Land (including its Working Dog feature), online news outlets including News. com.au, Weekly Times Now, Rural Weekly, FarmOnline and ABC Online.
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