Objective: Power of Paws is an educational effort by Del Monte Foods to inform consumers about the physical, mental, and emotional benefits that develop from pet ownership. The campaign builds on messaging already employed by the company's pet brands that promotes active relationships between owners and their pets.
Idea: "The idea came from a survey of the marketplace," said Lisa Henriksen, VP of pet innovations for Del Monte. "We were looking to make a positive contribution to pet [owners and their ...