The Endless Relay of Giving wrapped up to a warm response, with a hands-on donation model that owners take part in directly, continuing at K-Pet Fair in August
A campaign in which each paw print turns into food for a shelter dog has drawn attention among pet owners.
TrustyFood, the premium freeze-dried pet food brand operated by LIMPID, completed its TrustyFood's Endless Relay of Giving campaign on July 26 at Puppy Forest, the canine leisure and culture complex operated by Dojon B&C.
The campaign drew attention as a participatory donation model built together by dogs and their owners rather than a straightforward giving scheme. Owners pressed their dog's paw prints onto a large board set up on site, and TrustyFood donates one unit of freeze-dried food for each print to an animal rescue organization.
Timed to the high season opening of Naturepool, the dog swimming pool inside Puppy Forest, the event let dogs leave prints naturally with wet paws after a swim. Over the course of the day the board filled with prints large and small, finishing as something close to a work of art.
Participating owners received TrustyFood's flagship freeze-dried patty starter free of charge, and the day included various on-site events and social media participation. The food collected will be delivered to the animal rescue organization ADOGS.
One owner who took part said, “It feels good that the paw print my dog left goes toward helping animals in need. It was a good chance to show what giving means.”
A TrustyFood representative said, “This campaign is one way of practicing our brand philosophy of wanting to stay with our animals forever. We wanted to offer an experience where owners and dogs create a positive effect together, rather than simply promoting a product.”
The representative added, “More people took part than we expected, so the donation ended up larger than planned. We will keep finding ways to contribute to pet culture.”
Encouraged by the response, TrustyFood will continue the donation relay at K-Pet Fair at COEX in August, and plans to build a sustainable culture of giving through further tie-ins with pet events.