'94 PET PARADE PAYS OFF FOR KROGER

RICHARD TURCSIK

ATLANTA -- The Kroger Co.'s Atlanta division here used newspaper ads, posters and large in-store displays to successfully publicize a Humane Society walkathon, and increase pet department sales in the process.

The Pet Parade '94 walkathon was run by the Atlanta Humane Society as a fund-raiser. Kroger participated for the second year in a row, with two of its vendors: Ralston Purina Co., St. Louis, and Golden Cat Corp., South Bend, Ind., the manufacturer of Tidy Cat litter.

The one-mile walkathon was held at the picnic grounds of the Six Flags Over Georgia amusement park outside of Atlanta Aug. 20 and attended by more than 400 pets and their walkers. Kroger publicized the event by running two full-page newspaper ads that gave details.

The ad also featured Purina Dog Chow, $6.99, 25-pound bag; Purina Puppy Chow, $7.99, 20-pound bag; Purina Cat Chow, two 3.5-pound bags, $6, and Tidy Cat litter, $2.99, 20-pound bag.

Officials at Kroger could not be reached for comment, but other participants said the promotion was a hit.

"The promotion was a terrific success and exceeded our expectations. We received large displays and the product was selling well. We were happy and very pleased," said Tera Miller, a Ralston Purina spokeswoman.

"For Ralston, the promotion involved getting displays in the store and price reduction during the four-week promotion."

"We currently have raised just over $20,000, with pledges still coming in, which is great," Cardin Wyatt, community relations coordinator at the Atlanta Humane Society, told SN.