How Purina Farms Turned a Century of Pet Nutrition Innvoation Into a Story of Trust

The Solution: Authentic Storytelling Rooted in a Century of Science and Care

Purina Farms partnered with St. Louis Magazine to create a branded content feature that told the story behind its 100-year legacy — not simply as a family attraction, but as the birthplace of science-based pet nutrition. The article traced the property's evolution from a working agricultural research campus into a nationally recognized hub for pet sports, education, and events, spotlighting innovations like the first commercially produced dry dog food and the 9-point Body Condition Score system still used by veterinarians today. The feature also introduced readers to the centennial's signature moments: the Bark Tie Gala and the Incredible Dog Team.

How The Story Reached St. Louis

A branded content campaign is more than a single article—it's a multi-channel strategy. By reaching audiences across multiple platforms and touchpoints, the campaign reinforced Purina Farms' story and expanded its visibility throughout the St. Louis region.

The article was amplified through a multi-channel distribution strategy, including St. Louis Magazine's newsletters, social media (featuring a boosted Facebook post and Instagram Reel), a ROS digital impression campaign, and strategic placements across stlmag.com. This ensured the content reached engaged audiences who value supporting St. Louis businesses while building awareness and credibility for the Purina Farms brand.

• 1,066 Branded Content Article Pageviews

• 82,492 Newsletter Reach

• 19,072 Social Media Reach

• 77,731 Website Impressions

Why Branded Content Works

The success of the Purina Farms campaign wasn't just about celebrating a milestone — it was about giving readers a reason to trust the brand's legacy. By telling the story of scientific innovation and community impact behind the destination, rather than simply promoting an attraction, the campaign introduced Purina Farms through authentic, editorial-style content that resonated with St. Louis readers.

Consumers connect with stories. Branded content gives businesses the opportunity to share the people, purpose, and values behind their company through engaging articles.

Rather than positioning a business as the source of the message, branded content weaves the brand naturally into a story readers genuinely want to engage with. By educating audiences while telling a compelling story, it builds awareness, establishes credibility, and creates lasting connections in a way that feels genuine rather than promotional.

Because branded content remains on stlmag.com long after publication, it continues to generate visibility and engagement over time. A series of branded content articles can build momentum, reinforce key messages, and keep a business top of mind with local consumers.