Nov. 9, 2009 (Business Wire) -- Nestlé Purina and Cincinnati-based Kroger Co. (NYSE: KR) have teamed up to launch the second annual “Tales for the Pet Lover’s Heart” campaign, celebrating the unique bond between people and their pets, while raising funds for animal welfare organizations nationwide. Together Purina and the Kroger family of stores will donate $150,000 to animal welfare organizations in 2009 and will recognize six exceptional pet lovers’ tales via a national television special, which will air nationally on WGN America on Nov. 15 at 11 a.m. ET.

The campaign invites pet lovers to share their favorite pet tales with Purina and Kroger online at www.TalesForThePetLoversHeart.com. For each story shared, Purina and Kroger will make an additional donation to animal welfare organizations.

“There is an unmistakable bond between people and their pets,” said David Tornberg, marketing manager at Nestlé Purina. “Nestlé Purina is committed to promoting responsible pet care, humane education and community involvement. Our project with Kroger enables us to further engage pet lovers with a program that gives back to the communities in which our consumers live and allows us to share endearing stories about the human-pet relationship.”

“Tales for the Pet Lover’s Heart” runs through November and will culminate with the national airing on WGN America of the “Tales for the Pet Lover’s Heart” TV special.

“We’re proud to support the ‘Tales for the Pet Lover’s Heart’ program,” said Bill Dankworth, vice president, grocery/direct store delivery, for Kroger. “Aligning our family of stores with one of the world’s leading pet food manufacturers allows us to recognize the special bond our customers share with their pets.”

Television Special

The “Tales for the Pet Lover’s Heart” TV special will celebrate six pet lovers and will spotlight the positive effects people and their pets have on one another. Additionally, the program will highlight relationships between owners and their pets from submissions on the www.TalesForThePetLoversHeart.com site. The program will include stories such as:

• Racing Towards the Future – From competitive racers to loved family members, see how some greyhounds are getting the chance to experience a new way of life.
• A Nose Knows – Everyone knows that dogs are a man’s best friend – but are they heroes too? Learn just how brave a man’s best friend is as she sniffs out danger.
• Entertaining Animals – From juggling and balancing acts to comedy skits for all ages, watch how one animal trainer works with cats and dogs.