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Purina Canada begins Kibble & Collars promotion

Nestlé Purina PetCare Canada will begin an online promotion tomorrow to coincide with National Dog Day. The promotion will support the company's Purina Dog Chow brand with an online publication called Kibble & Collars. The publication will take the form of a lifestyle magazine aimed at dogs, including articles such as "Where Does My Family Go All Day" and "About the Tiny Human..." The site is located at <http://kibbleandcollars.tumblr.com>.

"There are a lot of people out there blogging about their pets," said Angela Cotton, senior marketing manager for Purina Dog Chow. "We wanted to give dogs an opportunity to blog and tell their owners how they feel about their relationship and their life at home. Most of all, we want people to take a pause and think about how important they are in their dog's life and consider ways to spend more time together, especially on National Dog Day."

The campaign was developed in-house by Purina Canada, with media work by GroupM and public relations support from Environics.

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