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May 2008 - Strategy Magazine
Who to watch

Purina's Pet Advocate

by Lucy Saddleton
page 32

"Rrruhow, ruff, ruff, woof-woof, ruff."

According to the company website, this is how Mary Siemiesz, director of product strategy and consumer communications for Nestlé Purina PetCare Canada, might introduce herself to her target consumer and describe her role. (Translated from dog as, "Hi, I'm a Purina pet ambassador.")

Purina currently boasts 22 brands and nobody subscribes more to its corporate promise - "Your Pet, Our Passion" - than Siemiesz. During her 18 years with the Mississauga-based pet food and care company, Siemiesz has led the marketing team in many successful product launches (including Pro Plan, Purina ONE and Beneful, which are now sold internationally). Though some work is adapted for Canada from the U.S., more than 70% of the company's marketing is produced by Siemiesz and the rest of the

28-strong marketing team here in Canada.

Clearly the hard work is paying off: Purina is the number-two pet food company in Canada in terms of retail sales, and Siemiesz says the company has experienced double-digit growth since this time last year.

As the owner of two black Labrador retrievers - Indy and Oakley - Siemiesz believes that her passion for pets inspires her career.

"It gives me a deeper understanding of the human/animal bond which really is at the core of everything about our business," she says. "I know first-hand the joys and anxiety associated with having dogs, and this gives me key consumer insight."

Siemiesz previously worked at packaged goods companies Carnation Foods and ED Smith, but found her vocation when she joined Purina. "Knowing that I've helped improve the lives of pets is what gets me up in the morning," she says.

To that end, Siemiesz has been appointed executive director of the Purina PetCare Legacy, a fund which was announced in September 2007 to support initiatives in the pet community.

Through the new fund, Siemiesz's biggest venture is the creation of PawsWay, a pet community and discovery centre which will focus on encouraging responsible pet ownership. Scheduled to open in June at Toronto's Harbourfront Centre, the facility will feature dog- and cat-related exhibits, events and activities for pet owners. The discovery centre will not be selling pet food; the intention, Siemiesz says, is purely to enrich the lives of pets. "We want pet owners to understand that we truly care about the relationship they have with their pets," she explains.

Marketing for the new centre will incorporate PR as well as mass. "We know that pet owners look to friends and family for information, so word of mouth will play a critical role," says Siemiesz.

Purina will be giving presentations at breed clubs, training schools and tourism boards to help spread the word. The company has already leveraged its existing partnership with Flamborough, Ont.-based McCann Professional Dog Trainers by participating in an orientation night to promote the initiative.

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