MRM Worldwide Creates Digital Storybook App To Help Launch New Dog Food Brand From Purina
MRM Worldwide Creates Digital Storybook App To Help
Launch New Dog Food Brand From Purina
Web Site for Chef Michael’s® canine creations Allows Dog Owners To Share Their Unforgettable ‘Tails’
NEW YORK—(June 22, 2009) — Every dog and owner have their stories, and Chef Michael’s® canine creations–the first new mass-marketed dog food brand from Nestlé Purina PetCare in seven years–wants to hear them.
The brand launched earlier this year, and now its Web site goes live this month. Both the product and the campaign were created to spotlight the thoughtfulness that dog owners show towards their dogs, especially around mealtime.
Whether it’s the thoughtful consideration they give to the preparation of their dogs’ food or the small, special ways they choose to express their love for the dogs, human companions play a part in creating “stories” around the relationships with their pets.
Through an application called the Unforgettable Tail Digital Storybook©, dog owners can now bring their special relationship with their dogs to life online.
Available on www.Chef-Michaels.com, the application allows dog owners create a digital storybook through words, photos, and music. The app can be installed as a screensaver that runs dynamically from Purina servers, so every time a visitor adds or changes something in the storybook, the screensaver updates automatically. The site also shows dog owners how Chef Michael’s fits into their relationships with their dogs as the brand that recognizes that they are always looking for ways to make their dogs feel special. From unforgettable meals to unforgettable “tails,” the Web site acknowledges that dogs are more than just pets; they are a part of the family.
“This application allows dogs owners to take their offline stories online, which serves as a lasting tribute to their special relationship with their dogs,” said Shaun Belongie, Chef Michael’s Assistant Brand Manager. “Through extensive product information and a digital storybook, the Chef Michael’s Web site highlights the desires of both dogs and owners – – the dogs’ desires for real meaty meals and the owners’ desires to share their stories about their favorite four-legged friends.”
The Unforgettable Tail Digital Storybook is enabled to function in media properties outside of Chef-Michaels.com® as well with very little set up and effort. Rather than limit the experience of the Unforgettable Tail Digital Storybook to the Web site, the Chef Michael’s brand team hopes to eventually make the app available across social networks, blogs, and other media properties.
“With the Unforgettable Tail Digital Storybook we’ve reinvented the old- fashioned screensaver by merging it with streaming technology,” said Tyler Larson, Account Executive at MRM Worldwide’s Minneapolis office. “The Chef Michael’s brand has the ability to have ongoing communication with its consumers by dynamically broadcasting content and messaging through consumers’ screensavers.”
The Web site’s theme line is, “Nothing says ‘I love you’ like a thoughtfully-prepared meal,” and at Chef-Michaels.com® visitors can find out about product ingredients and flavors for wet and dry food such as sirloin steak, filet mignon, beef tenderloin, rotisserie chicken, herb chicken, smoked turkey, porterhouse steak and pork tenderloin flavors.
Chef Michael’s® canine creations hit store shelves in two phases: The wet meals launched in January of 2009, and the dry dinners follow in June, with a TV campaign from Fallon that began in April and will run through October to build awareness for the brand.
The Minneapolis office of MRM Worldwide designed and developed the Web site as well as the storybook application as a Customer Utility™ for dog lovers.
Diane Fittipaldi, SVP, Director of Account Services
Sean O’brien, SVP Technology Director
Jon Debois, Creative Director
Courtney Danielson, Designer
Haddayr Coppley-Woods, Copywriter
Lee Reed, Project Manager
Tyler Allen Larson, Account Executive
Ron Wening, Flash Development Manager
Dan Overlander, Senior Developer
Scott Wright, Associate Technical Director
Taylor Snyder, Designer
Keldon Ancheta, Associate Designer
Katie Ware, Senior Experience Planner
Caitlin Christensen, Senior Interactive Media Planner
Tom Woldum, SVP, Media Director
Sarah Fuller, Designer