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AnimalPlanet.com and Purina® Mighty Dog® Dog Food Team to Celebrate the Small Dog

-- "Small & In Charge" Partnership Features Web Series and Online Custom Content Championing Little Canines and Their Owners --

(Silver Spring, Md.) Proving that some of the very best things come in the smallest packages, AnimalPlanet.com and Purina® Mighty Dog® Dog Food announced today a partnership to create custom online content in celebration of small dogs everywhere. The partnership, coined Small & In Charge, runs today through October and features original online programming dedicated to meeting the needs of small dog owners. The content includes a webisode series titled "Small Dogs, Big Jobs," which showcases four powerhouse pint-size dogs with amazing abilities.

"Small dogs work hard, play hard and maintain very active lifestyles and we wanted to show how much more there is to being a small dog than just sitting in a purse or cuddling on a lap," said Lisa Luedde, Assistant Brand Manager, Mighty Dog. "Mighty Dog has teamed up with Animal Planet to provide small dog owners with relevant and fun online information that will enable them to enhance the lives of their small dogs to make the most of every day."

Leveraging the resources and expertise of these two reputable pet brands, the Small & In Charge content (http://animal.discovery.com/small-dogs/) features original online programming dedicated to meeting the needs of little canine owners, and delivers relevant information for this growing population of small dog ownership, including:

"Small Dogs, Big Jobs" webisode series -- from Pixie, a Jack Russell Terrier who can sense paranormal activity to Jack the Cairn Terrier who leads exercise classes with his owner, the series is focused on amazing little dogs with big-time abilities
(http://animal.discovery.com/videos/small-dogs-big-jobs/).

  • Custom articles ranging from famous historic small dogs to busting myths about small dogs, powered by the Discovery-owned website HowStuffWorks.com.
  • Daily "treat" blog featuring posts dedicated to small dog products.
  • Little canine quizzes testing user's knowledge of the Pug, their favorite Terriers and more, as well as a user-submitted small dog slide show.
  • Video clips highlighting the top five terriers.

"‘Small & In Charge' underscores AnimalPlanet.com's commitment to creating and delivering custom content that is a win-win for our partners, while bringing together two distinguished pet brands to celebrate the inimitable relationship between owners and their pets, " said Harold Morgenstern, Senior Vice President, Advertising Sales, Discovery Communications.

The online original series was produced and created by AnimalPlanet.com, Purina and Purina's digital media agency of record, Spark.

About Animal Planet
Animal Planet Media (APM), a multi-media business unit of Discovery Communications, is the world's only entertainment brand that immerses viewers in the full range of life in the animal kingdom with rich, deep content via multiple platforms and offers animal lovers and pet owners access to a centralized online, television and mobile community for immersive, engaging, high-quality entertainment, information and enrichment. APM consists of the Animal Planet television network, available in more than 96 million homes in the US; online assets www.animalplanet.com, the ultimate online destination for all things animal; the 24/7 broadband channel, Animal Planet Beyond; Petfinder.com, the #1 pet-related Web property globally that facilitates pet adoption; and other media platforms including a robust Video-on-Demand (VOD) service; mobile content; and merchandising extensions.

About Purina® Mighty Dog® Dog Food
Purina Mighty Dog Dog Food is protein-packed for small dogs. This full line of wet dog food offers a number of varieties, including: I Rule RoastersTM, slow-cooked meals made with meat or poultry in a savory gravy; and Boss Dog DinnersTM, finely ground meals made with real meat or poultry. For more information on the product offerings visit www.MightyDog.com. Small dog owners also are invited to become Citizens of Mighty Dog® Nation, a community that celebrates small dogs everywhere, by visiting www.MightyDogNation.com.

About Nestlé Purina PetCare
The North American headquarters for Nestlé Purina PetCare is located at Checkerboard Square in St. Louis, Missouri, where Ralston Purina was founded more than a century ago. Nestlé Purina PetCare promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets. One of the leading global players in the pet food industry, Nestlé Purina PetCare is part of the Swiss-based Nestlé S.A. -- the world's largest food company.

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