Bringing to life the brand’s core belief that life is truly better together with our four-legged friends.
what we did
Beneful and Cone sought to deeply engage passionate dog owners and benefit local communities while living the brand’s core belief that life is truly better together with our four-legged friends. Thus was born The Beneful Dream Dog Park Contest which asked consumers to share why their community was deserving of an improved dog park. The first-of-its-kind $500,000 dog park was unveiled in Johns Creek, Ga in 2011. Since that time, five more Beneful Dream Dog Parks have been built.
HOW WE MADE A DIFFERENCE
More than 450 million publicity impressions
National media placements included: USA Today, People, ExtraTV.com, Huffington Post, AP, FoxNews.com, ABC One, and Parade.com
Sparked the evolution of the brand's positioning and new tagline: “PLAY. It’s Good for You.”