Purina PetCare will next year take its Beneful Bark in the Park campaign across the country for the first time, after crowds increased at Eastern state events for the third year running.

The targeted consumer engagement campaign, developed and executed by OgilvyAction, aims to drive brand awareness, trial and sales of the Beneful range by staging a down-to-earth quirky event called Bark in the Park.

The event gives dog-lovers a special day out with their pets, providing a range of free activities and entertainment and product samples.

First started in 2008 as a basic sampling event, Bark in the Park is now a major day out held in Melbourne, Sydney and Brisbane. With crowd attendances up by more than 15 per cent on last year, Purina will next year aim to hold events across the country.

"What started as just basic product sampling, has now grown into one of Purina’s most successful events and we are committed to supporting its development and evolution," said Purina’s Beneful brand manager, Jacqueline Paulo.

"In 2011 we’ll aim to extend its reach beyond just Victoria, NSW and Queensland so dog lovers across the country can also enjoy a fun and educational day out with their pets."

For the first time this year the Purina Pet Advisory Centre was also represented, with behaviourist Dr Joanne Righetti offering professional one-on-one advice for pet behavioural issues.

More than 2000 dogs were washed and groomed at 2010 events, which were also hosted by celebrity MC Steve Jacobs.

The campaign recently won Silver at the 2010 APMA Awards in the ‘Best event or experiential marketing campaign’ category.