Nestle Purina and Kroger "Tales for the Pet Lover's Heart" Campaign to Donate $150,000 to Animal Welfare Organizations Nationwide

November 9, 2009 4:35 AM EST

Television Special Celebrating the Bond Between People and Their Pets Airs Nationally On WGN America Nov. 15 at 11 a.m. ET

ST. LOUIS--(BUSINESS WIRE)-- Nestle Purina and Cincinnati-based Kroger Co. (NYSE: KR) have teamed up to launch the second annual "Tales for the Pet Lover's Heart" campaign, celebrating the unique bond between people and their pets, while raising funds for animal welfare organizations nationwide. Together Purina and the Kroger family of stores will donate $150,000 to animal welfare organizations in 2009 and will recognize six exceptional pet lovers' tales via a national television special, which will air nationally on WGN America on Nov. 15 at 11 a.m. ET.

The campaign invites pet lovers to share their favorite pet tales with Purina and Kroger online at www.TalesForThePetLoversHeart.com. For each story shared, Purina and Kroger will make an additional donation to animal welfare organizations.

"There is an unmistakable bond between people and their pets," said David Tornberg, marketing manager at Nestle Purina. "Nestle Purina is committed to promoting responsible pet care, humane education and community involvement. Our project with Kroger enables us to further engage pet lovers with a program that gives back to the communities in which our consumers live and allows us to share endearing stories about the human-pet relationship."

"Tales for the Pet Lover's Heart" runs through November and will culminate with the national airing on WGN America of the "Tales for the Pet Lover's Heart" TV special.

"We're proud to support the 'Tales for the Pet Lover's Heart' program," said Bill Dankworth, vice president, grocery/direct store delivery, for Kroger. "Aligning our family of stores with one of the world's leading pet food manufacturers allows us to recognize the special bond our customers share with their pets."

Television Special

The "Tales for the Pet Lover's Heart" TV special will celebrate six pet lovers and will spotlight the positive effects people and their pets have on one another. Additionally, the program will highlight relationships between owners and their pets from submissions on the www.TalesForThePetLoversHeart.com site. The program will include stories such as:

    --  Racing Towards the Future- From competitive racers to loved family
        members, see how some greyhounds are getting the chance to experience a
        new way of life.
    --  A Nose Knows- Everyone knows that dogs are a man's best friend - but are
        they heroes too? Learn just how brave a man's best friend is as she
        sniffs out danger.
    --  Entertaining Animals- From juggling and balancing acts to comedy skits
        for all ages, watch how one animal trainer works with cats and dogs.

"This program brings to life one of the most powerful human relationships - that between a person and their pet," said pet owner Melissa Heeter of Atlanta, who was featured along with her dogs in the 2008 'Tales for the Pet Lover's Heart' program. "It was a privilege to work with Purina and Kroger in 2008 to share my story about the bond that my dogs and I share. I was proud to play a part in supporting local animal welfare organizations."

Online

Pet lovers' stories come to life online at the "Tales for the Pet Lover's Heart" Web site. The site includes information about the television special and local listings; tips for helping homeless pets find their forever home; and fun family activities for caring and communicating with your four-legged friend. Consumers can submit their own pet tales directly to the site for the chance to raise additional money for animal welfare organizations in their community.

In-Store and Promotional Support

Nestle Purina's project with Kroger allows the company to create a multi-faceted event across the Kroger family of stores. At the center of the campaign are specially designed "Tales for the Pet Lover's Heart" displays that will convey the companionship and love between people and their pets. The campaign also includes point-of-sale and in-store and circular coupons. Nestle Purina and Kroger will work with DunnhumbyUSA, a leader in data management, customer analysis, and insight-led planning, to monitor the campaign and identify ways to improve customers' shopping experiences.

For more information on the "Tales for the Pet Lover's Heart" program or to submit your own pet tale, visit www.TalesForThePetLoversHeart.com. To find a Kroger store near you, visit www.Kroger.com.

About Nestle Purina PetCare

The North American headquarters for Nestle Purina PetCare is located at Checkerboard Square in St. Louis, Missouri, where it was founded as Ralston Purina Company more than a century ago. Nestle Purina PetCare promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets. One of the leading global players in the pet food industry, Nestle Purina PetCare is part of the Swiss-based Nestle S.A., the world's largest food company.

About Kroger

Kroger, one of the nation's largest retail grocery chains, employs more than 326,000 associates who serve customers in 2,475 supermarkets and multi-department stores in 31 states. Kroger operates stores under two dozen local banner names including Kroger, Ralphs, Fred Meyer, Food 4 Less, Fry's, King Soopers, Smith's, Dillons, QFC and City Market. In addition, Kroger associates serve customers in 764 convenience stores, 387 fine jewelry stores and 798 supermarket fuel centers the Company operates. Kroger also operates 40 food processing plants in the U.S. Headquartered in Cincinnati, Ohio, Kroger focuses its charitable efforts on supporting hunger relief, health and wellness initiatives, and local schools and grassroots organizations in the communities it serves. For more information about the Company, please visit www.kroger.com.

    Source: Nestle Purina PetCare

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