As part of our mission to bring our Ingredients for Good™ to life, it's important to us to connect with people in all kinds of communities who share our values.
That's why we took the beyOnd team to the 2012 Pitchfork Music Festival, where we talked with everyone from hacky sack pros to delay pedal enthusiasts to four-year-olds who just love to dance. We were delighted to find that some of them were shelter volunteers, and many of them shared our love of pets.
Our goal for the festival was to do more than just set up a booth and talk about our product. We wanted to connect with people in a meaningful way and reflect our shared belief that pets are…well…Awesome! Here's what we came up with:
Pets Rock Gallery
Before hitting the festival, we had people submit photos of the pets they love to the Pets Rock Gallery on Pitchfork's website. These pictures became a key component in our tent design and brand presence at the festival. We also created a booth where they could share their stories about the pets that rock their lives.
Pets Rock Posters
To give visitors something special to take home, we collaborated with some of our favorite designers to create a series of Pets Rock Posters that celebrate both pets and music. The posters were basically free, although we did suggest a donation to a local animal shelter. We were thrilled by how many people donated, and we managed to raise $1,000 for the Animal Welfare League of Chicago.
Underwriting Sustainability at the Festival
We were also a premiere sponsor at this year's festival, underwriting all of their sustainability efforts. We were proud to help support Pitchfork's impressive dedication to doing things right by the planet.
Some sustainability actions taken at this year's festival:
More than a Pet Food - A Part of the Community
We're excited to see where our Ingredients for Good will take us in the future. In our quest to meet people and work with the communities they love, we hope to find even more inspiration and develop even more allies in our journey to make the world a better place, one pet at a time.