• by Nina Lentini  @Nina_Lentini, February 2, 2009

You can never go broke overestimating Americans' desires to pamper their pets. Especially when it comes to dogs.

That's why Del Monte Foods has launched its largest -- $8 million - campaign, and the first to feature TV spots, for its Pup-Peroni brand dog treats.

In a bid to drive dog treat category leadership, the San Francisco-based company's national TV campaign features a 15- and 30-second television spots, "highlighting consumers' conviction that their dogs have an amazing ability to communicate and empathize with their pet parents," per the company.

The integrated campaign includes online offerings, customizable "Pup-grams" that Del Monte expects will spread awareness about the brand's new positioning within the social- and viral-media channels.

It's the first Pup-Peroni assignment for agency Draftfcb, which expanded its relationship with Del Monte in late 2008. Creative and media planning duties are being managed by Draftfcb's San Francisco office.