Purina tries publishing with site for new puppy owners

Pet food brand Purina has launched a website called ‘Puppyhood’ geared towards first-time puppy owners who are looking for a resource to help them take care of their new pet.

The company bills the site as a comprehensive platform instead of simply a campaign, providing people with updated online content about their dogs that goes beyond nutrition.

Features on the site include content about exercise, grooming, health, nutrition and training as well as tools for people thinking about getting a new puppy, such as a breed selector, name generator, and new puppy checklist.

The site also provides a personalized experience for those who register that includes a milestone tracker for their dog, a geo-locator to find resources in their area, and Purina Puppy Chow coupons.

Marcus Fong, brand manager-digital communications at Purina, told The Drum: “We wanted to be able to be more than just a product to puppy owners – we wanted to be a trusted resource. We are very lucky to have an army of some of the top scientists and experts around pet care working with us and we wanted to be able to pass that knowledge around proper puppy raising to puppy owners everywhere.”

Fong said that the company has been very happy with the interaction the site has seen so far.

“We are still very new but already the attention, visitation, and reception to the site has gone beyond our positive expectations,” he said.

He added that he hopes users will feel comfortable giving Purina constructive feedback and presenting ideas on how to improve the digital experience.

‘Puppyhood’ was created in partnership with the Night Agency.