2009 PRO Awards: Milk-Bone Celebrates 700 Dog Years

Agency: Coyne Public Relations
Client: Del Monte Foods

Milk-Bone is a mature brand with a strong hold on its position. However, Del Monte wanted to increase frequency of use, moving Milk-Bone from a treat given as an occasional reward to a treat that is part of a daily shared experience between pet owner and dog. Also, it was Milk-Bone’s 100th anniversary, and the firm was looking for a way to promote the achievement.

The company created a contest called the “Make A Milk-Bone Moment”, in which consumers submitted photos, videos and essays of special moments shared with their dog. The winning pet parent would receive $100,000 and the dog would be named the first-ever Milk-Bone SpokesDog.

The contest was launched with a broadcast, print and online media tour. A 100th anniversary celebration took place in New York City where Milk-Bone was first created, including the building of a 480-square-foot dog house on Military Island in Times Square, where pet parents could go to share a unique Milk-Bone Moment with their dog.

In addition to a contest entry area, celebrities brought their pets, checks were presented, dogs danced, paws were read and a cake, created by Food Network’s Ace of Cakes, was made in the shape of the dog on the Milk-Bone box. The 100 contest finalists were promoted with a 15-city tour and a second media outreach.

Overall, the contest generated 2,700 stories; 183 million media impressions; 6,500 qualified contest submissions; nearly 70,000 votes; and 350,000 gallery views on milk-bone.com during the finalist phase. More than 100,000 people were added to Milk-Bone’s mailing list. Sales increased by $5.7 million.