Purina launched a campaign featuring the makers of Beneful Brand Dog Food and why dogs love it. The advertisement highlighted the way in which each bag of Beneful is cared for. If there were any concerns about the quality and safety of the brand, the commercial dispels the concerns. In the commercial, Purina associates are featured with their pets. The associates express their confidence in Beneful.
Tom, an Operations Performance Manager, stated, “There’s no other food I would feed my pet.” Brandon, an Ingredient Unloader, agreed, “Purina goes above and beyond to make sure consumers have top-quality dog food. My dogs love it.” A Materials Accounting Coordinator, named Cliff stated, “We feed this to our own pets. We know it’s good.”
The name of the campaign is “I Stand Behind Beneful”. It began as a rallying cry within the company, but management decided to include it with fellow pet lovers. Purina’s national exposure debuted in The New York Times with a full-page ad.
In February, Purina faced a class action lawsuit, which falsely accused the company of having its product recalled. The case was dropped due to no substantial evidence. More than nine million people feed their dogs Beneful every day.
Beneful offers a full line of wet and dry formulas that are perfect for nutrition. The product is one of Purina’s most successful brands. Purina promotes responsible pet care, community involvement, and the bond between pet owners and their pets.