MRM Worldwide Nabs Purina Digital Duties

  • February 10, 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 agency is building and will maintain a Web site for Chef Michael's that is expected to go live in second quarter.

The product comes in cans, which is in distribution this quarter. The bagged form (dry kibble) will be available in supermarkets and other distribution outlets later this year.

MRM 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. Other clients include General Mills and H&R Block.--Tanya Irwin

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