Del-Monte Food’s Milk-Bone has named its first spokesdog in an online contest to celebrate the brand’s 100th anniversary.
Winston, a Great Dane from Mosinee, WI, and his parent, Melissa Ruppert, captured first prize in the Make a Milk-Bone Moment contest, under which Del Monte searched for genuine moments of joy that strengthen the bond between a pet and their owners.
As the top winner, Ruppert will receive a $100,000 contract for Winston to serve as Milk-Bone’s first spokesdog. Winston will be featured on Milk-Bone packaging slated roll out this summer. In addition, the canine will take part in several marketing initiatives and will serve as an advocate for the Milk-Bone Canine Heroes program, a national-outreach program that provides canine assistance to people with disabilities, as well as police dogs to law enforcement organizations, Del Monte said.
Winston was one of 6,500 entries in the Milk Bone contest. Del Monte narrowed down the pool to 100 finalists. Visitors then voted for the top dog, drawing nearly 70,000 votes.
Alcone Marketing was the lead agency handling the promotion. The IC Group was the contest administrator.
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