Just Food For Dogs


To introduce Los Angeles-based Just Food for Dogs (JFFD) to the San Diego market. To design and implement a grand opening ceremony for the first JFFD kitchen/pantry in Del Mar. To promote the JFFD brand to San Diego’s north county residents


Just Food for Dogs (JFFD) was launched in 2010 and was expanding beyond its Los Angeles and Orange County borders for the first time. Before officially launching in San Diego County, Purple Penguin PR began exposing the brand to locals by developing a “feel good” experience that helped dog owners better deal with their pet’s anxieties during the July 4 holiday. Free samples of the all-natural pet product, CALM, were distributed in front of the new JFFD storefront. Press materials were likewise sent to local publications.

Next, pet magazines and shows were targeted teasing the grand opening. The intent was to build a predominantly TV-focused campaign, as the subject matter was so visually compelling. B-roll was shot, edited, and/or provided by client. It was agreed that TV coverage would be shared in JFFD’s social media posts as well as the client’s online site. TV placements would then be supplemented with a business pitch targeting the major daily newspaper to build credibility beyond the “feature” appeal. Community newspaper groups and women’s interest publications with pitched a highly localized story about Dr. Kendra Scheibe, Lead Formulator, DVM, Cert. WFF (Canine & Feline), a San Diego resident and wife of a North County firefighter.

The agency began offering behind-the-scenes tours to media of San Diego’s only pet kitchen. Then, a media luncheon was designed for reporters and editors only. The intent was a meet and greet that sent the message, “JFFD is a good neighbor who is proud to be launching in San Diego.”

Finally, a JFFD Grand Opening was designed and implemented. Five local celebrities were recruited to compete in a dog food-eating contest. Monetary prizes were awarded and provided to each contestant’s favorite canine shelter or charity.


Just Food For Dogs (JFFD) became an immediate player in the San Diego market. Purple Penguin PR (PPP) solidified unparalleled media coverage in all major media outlets. Scripps Ranch News paved the way with a July 3 online story positioning JFFD as a philanthropic and compassionate company supporting local dog owners needing to calm their pets during July 4 fireworks. On September 1, San Diego Pets Magazine teased the upcoming opening and dog food eating competition. One week later, a photo feature ran in the UT Community Press (Rancho Santa Fe Review, Del Mar Times, Carmel Valley News, Solana Beach Sun, Encinitas Advocate) as well as in the Del Mar Times (online and print). Online, the San Diego Union-Tribune (SDUT) ran the same photo feature. After the business editor and a photographer attended the JFFD media luncheon, the company was featured on the front page of the San Diego Union Tribune Business Section. KNSD-TV (NBC) did a story that aired on the morning news and online. KFMB-TV (CBS) did four live shots, two teases and one recorded segment. FOX-5 did two live segments in December. Finally, a photo feature ran in San Diego Woman Magazine in the publication’s Holiday Issue.