For the brand’s second annual “Service Dog Salute” campaign, ITB secured a partnership between Purina Dog Chow and multi-media personality and American Idol mentor, Bobby Bones, known for his extensive philanthropic efforts.
Bones teamed up with Purina for September’s National Service Dog Awareness Month to raise awareness around the benefit of service dogs in order to help veterans have a higher chance of getting one.
During the campaign, Purina donated up to $500,000 to Tony La Russa’s Animal Rescue Foundation (ARF) in support of their veterans program. Bobby became a supporter of service dogs after being recommended one by his therapist since he was struggling with PTSD at the time.
For every bag of dog chow bought inscribed with “Buy a bag. Help a vet”, money gets donated to Tony La Russa’s Animal Rescue Foundation until November 1st.