The national search for the "biggest meat maniac in America" got underway last weekend at alporealmeatmoments.com. It is a first for the brand.
Joy Behar, dog lover, comedian and co-host of "The View," will help select the winning dog. The videos will be judged based on their originality, appropriateness to the contest theme and the dog's star potential.
A company spokesperson says Purina is "doing media outreach to select TV outlets" and coordinating a satellite media tour with Behar, but no stations had been confirmed.
During the voting phase of the contest, Aug. 10-24, Purina will run two 30-second "In the Know" spots during prime time on such DirecTV stations as A&E, BET Jazz, Discovery Home, DIY, Fine Living, Fit TV, Food, Hallmark, HGTV, Travel Channel, TLC and TV Guide Channel, as well as one 30-second spot to air during "Good Morning, America Weekday in St. Louis" during the same time. The spots will be coordinated by MediaLink.
The winning dog and its owner will also get a trip for two (plus dog) to Hollywood to spend a day with an animal trainer, do a meet-and-greet with canine celebrities from TV and film, tour L.A. animal film landmarks and get spa treatments for both dog and owners.
In addition, there will be a hometown celebration, $10,000 in cash and a one-year supply for Alpo. Four runners-up will receive a one-year supply of Alpo and up to 20 semifinalists will receive a six-month supply.
The new face of Alpo will be unveiled the week of Sept. 15. Alpo is manufactured by Nestle Purina PetCare Company, based in St. Louis. Purina spent nearly $1.8 million in 2007 to advertise Alpo. In the fist quarter of this year, it has spent just $233,000. Both figures are according to Nielsen Monitor-Plus.