• February 24, 2009

As part of a string of events and promotions tied to its 100th anniversary year, Del Monte's Milk-Bone brand has announced the winner of its contest to name its first-ever "spokesdog."

The winner of the "Make a Milk-Bone Moment" contest, a Great Dane named Winston from Mosinee, Wis., receives a $100,000 contract and will be featured on the brand's packaging later this year, as well as in various marketing efforts during 2009. Winston--chosen from among thousands of entrants because of his special bond with his "pet parent"--will also serve as an "advocate" for the Milk-Bone Canine Heroes program, which provides canine assistance dogs for people with disabilities and police dogs for law enforcement.

Other 100th anniversary Milk-Bone marketing efforts have included a special event in New York's Times Square last spring featuring celebrity dog lovers and a giant doghouse, and a 14-city mobile tour associated with the Milk-Bone Moment contest.--Karlene Lukovitz