Van Leuven Communications

The Purina® Small Animals brand was launched in the spring of 2012. This was a milestone for the Purina® brand, as it was the first time they had products in Petsmart and Wal-Mart. Purina® developed a line of small animal foods for rate, mice, guinea pigs and other small animal pets. VLC helped bring media coverage as the new brand was released to the two new nationwide distribution channels. VLC published a national market wire release that was distributed to all major new outlets regarding the launch of the new line. The release generated 82 verbatim clips in national publications and 75 headline clips, including MSNBC and Yahoo! Finance. The messaging was also featured on the small animal channel, zoosomething.org and about.com in the pet supplies section. VLC also utilized small animal awareness month to promote the new brand to consumers. During the month, VLC held a Facebook contest with a coupon to increase the Facebook group size.