MRM Worldwide, Minneapolis, Wins Nestlé Purina PetCare’s New Chef Michael’s Brand

MRM Worldwide, Minneapolis, Wins Nestlé Purina PetCare’s New Chef Michael’s Brand

NEW YORK—(February 9,2009)—MRM Worldwide, Minneapolis, has won lead digital advertising duties for Nestlé Purina’s new dog food brand, Chef Michael’s, after a review of undisclosed agencies.

The product comes in “wet” or canned form, which is in distribution this quarter, and in “dry” or bagged form. The latter product will be available in supermarkets and other distribution outlets later this year.

MRM Minneapolis is building and will maintain a Web site for Chef Michael’s that is expected to go live in Q2.

The idea is that dog lovers who enjoy tasty, well prepared food, want their dogs to have the same experience at meal time, and Chef Michael’s is a nutritious, satisfying meal fit for a beloved, four-legged companion.

“Dog owners often make their furry friends an integral and key part of their lives,” said Lynn Cerra, EVP, Managing Director of MRM Worldwide’s Minneapolis office. “Preparing food for someone is one of the most caring things you can do for them, and the Chef Michael’s brand underscores the level of caring people have for their dogs.”

MRM Minneapolis worked with Interpublic Group’s Emerging Media Lab in Los Angeles on developing low-cost strategies to generate awareness. MRM is also developing other Web-based programs for dog lovers around Chef Michael’s that will roll out later in the year.

MRM Minneapolis has been on the roster of Nestlé Purina PetCare since 1997. Chef Michael’s is the shop’s first win this year. Its other clients include General Mills and H&R Block.

SOURCE: MRM Worldwide