Jul 27, 2006 6:03 AM, PROMO Xtra, By Amy Johannes
Lassie Pet Contest Goes to the Dogs
Lassie Pet Products is on the hunt for a new best friend to appear on packages of its new Lassie Natural Way dog food and is giving consumers a chance to let their pets shine.
A search is underway for a new furry friend to appear on Lassie Natural Way dog food
Consumers can enter the My Pet, My Pal Dog Photo Contest by registering online at Lassie.com. On the site, dog owners upload a photo that shows why their dog is their best friend.
During each voting period (six in all), consumers can vote on their favorite submission online, narrowing down the pool to 12 semi-finalists. Each semi-finalist will then be asked to submit three additional pet photos and a 250-word essay on "Why is my dog my best friend?" Semi-finalists will receive a year supply of Lassie Natural Way dog food.
One grand-prize winner gets a year supply of Lassie Natural Way dog food for their pet, a three-day trip to Los Angeles, CA, to meet Lassie and a special cameo for their dog on Lassie's upcoming TV show or a TV appearance. The winning pet, which will be announced in November, will also appear on thousands of Lassie Natural Way dog food packages.
Lassie Pet Products manufactures Lassie Natural Dog food and biscuits. The new line, which hit store shelves in May is available at more than 7,000 supermarket stores nationwide. Classic Media, New York, which owns and manages the Lassie brand, is in the midst of a 20-week tour to promote the Lassie Natural Way brand (PROMO Xtra, April 27, 2006). The tour will also promote the My Pet, My Pal contest.
The contest dovetails on a new Lassie film by The Weinstein Co. that hits theaters nationwide Sept. 1. Based on Eric Knight's book, Lassie Come Home, the Carraclough family is forced to sell Lassie to the Duke of Rudling when the family falls on hard times. When Lassie finds herself 500 miles away from home, she is determined to return to her home and the boy she loves.
A new contest begins every two weeks; the overall promotion ends Oct. 29. Online materials support. Cohen Friedberg Associates, Newton, MA, handles.
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