Loyal and Lavender: Canadians Show Pet Passion Online in True Colours Photo Challenge

TORONTO , Sept. 24 /CNW/ - Canadians are showing their pet passion online in the True Colours Photo Challenge (http://purina.ca/about/photochallenge/photochallenge.aspx?). Sponsored by Purina (http://www.purina.ca/) this unique online photo gallery offers pet lovers the opportunity to celebrate their cherished kittens, cats, puppies and dogs by sharing photos that best capture an aspect of their pet's personality or true colour. Visitors are encouraged to vote for their favourite pet photo with the six, top-voted images, one for each colour or personality, showcased monthly. An instant online hit: more than 3000 new participants joined during the first 24-hours alone.

"Canadians adore their pets and the response from the public has been extraordinary," says Magda Mutch , Direct and Interactive Manager, Nestlé Purina PetCare (http://www.purina.ca/). "They want to share their passion for pets and communicate with others online. At Purina, we understand this, and we are pleased to present this innovative, user-generated opportunity. People have been posting multiple pictures of their pets and then encouraging their friends to vote online."

Consumers are invited to enter their photos in the True Colours Photo Challenge at www.purina.ca/truecolours. Online voting by the public occurs between the 1 and 25 of each month, with the top vote getters showcased on Purina.ca. Meet the first True Colours Photo Challenge favourites for August 2009 , at www.purina.ca/truecolours.

Nestlé Purina PetCare is a leading global manufacturer of quality and nutritious pet food brands such as Pro Plan(R) Purina ONE(R), Dog Chow(R), Alpo(R), Beneful(R), Beggin' Strips(R), T-Bonz(R), Cat Chow(R), Friskies(R), Fancy Feast(R), Luv(R), and cat box filler brands such as Maxx Scoop Multi-Cat(R). Our promise, Your Pet, Our Passion.(R) and the creation of PawsWay Pet Discovery Centre (http://www.pawsway.ca/), the permanent home of the Purina Animal Hall of Fame(TM) (http://www.purina.ca/about/halloffame/default.aspx?), reflects our commitment to pets and promoting responsible pet care. Purina is the proud sponsor of The Purina National(R) and the Lions Foundation of Canada Purina(R) Walk for Dog Guides.

For more information about the True Colours Photo Challenge, please visit www.purina.ca/truecolours.

For further information: To request an interview or for media assistance please contact: MaryBeth McKenzie, Nestlé Purina PetCare, T [phone], M [phone], [email protected]