OgilvyAction takes Purina nationwide

The Purina PetCare Bark in the Park campaign created by OgilvyAction will run nationally for the first time.   This follows its silver win at the APMA awards.The announcement:

Purina PetCare will next year take its highly-successful BENEFUL Bark in the Park campaign across the country for the first time, after crowds increased at Eastern state events for the third year running.

The award-winning targeted consumer engagement campaign, developed and executed by OgilvyAction, aims to drive brand awareness, trial and sales of the BENEFUL range by staging a down-to-earth quirky event called Bark in the Park. The event gives dog-lovers a special day out with their pets, providing a range of free activities and entertainment and product samples.

First started in 2008 as a basic sampling event, Bark in the Park is now a major day out held in Melbourne, Sydney and Brisbane. With crowd attendances up by more than 15% on last year, Purina will next year aim to hold events across the country.