Purina Intros Allergen-Reducing Cat Food
PetSmart stood out among retailers supporting the launch of Nestle Purina Petcare’s Pro Plan LiveClear allergen-reducing cat food.
Positioned as the first and only cat food that reduces the allergens in cat hair and dander, the dry cat food is available in three formulas: chicken & rice, salmon & rice, as well as sensitive skin & stomach. The line extension launched in April as people, including those sensitive to cat allergens, began spending more time in close quarters with their cats due to COVID-19 stay-at-home orders.
PetSmart introduced Pro Plan LiveClear with a home page carousel ad that stayed in rotation throughout the month. A “shop now” button linked to a dedicated e-commerce page touting product benefits. Co-op display ads running on websites such as aol.com and yahoosports.com supported. PetSmart also sponsored a social media promotion awarding 15 bags of the cat food. Consumers entered April 23-24 by following PetSmart, tagging a friend and liking PetSmart’s promotional post on Facebook or Instagram.
A spread in the retailer’s April digital circular presented the cat food as new at PetSmart, alongside complimentary LiveClear cat shampoo. The feature touted a $3 discount on the bags of cat food while also dangling a “bonus offer” of $5 off a future Pro Plan cat food receipt with purchase of $35 worth of any Pro Plan cat food. The bonus offer was for Treats members and valid on purchases made from April 6 to May 3. The digital feature also included LiveClear's 15-second promotional video that is also running as a TV spot.
Paid media support included a co-op, full-page ad in the April 27 issue of Meredith Corp.’s People magazine.
As it hit PetSmart, LiveClear simultaneously rolled out to subsidiary Chewy as well as Petco, Pet Supplies Plus and pet specialty retailers; it later also became available online at merchants such as Amazon and Walmart.
In late April, Walmart plugged the launch with an ad in the walmart.com category drop-down menu. The ad linked to a dedicated e-commerce page outfitted with a supporting leaderboard ad. Google search ads directing to Chewy or Petco continue to support, the latter promising 35% off the line.
Purina's marketing plan additionally includes co-op social media ads with PetSmart and Petco as well as a 15-second TV spot recut to announce availability at groups of retailers including PetSmart, Petco, Chewy and Amazon.