FOR IMMEDIATE RELEASE
September 12, 2003— Squeaky Wheel Media

Squeaky Wheel Media Launches Online Position
For The Blue Buffalo Company

NEW YORK, N.Y. — Pet lovers concerned with not only nutrition but protecting their furry friends from environmental toxins now have access to The Blue Buffalo Company’s ultra premium dog and cat food via a new web site recently launched by Squeaky Wheel Media, the Manhattan-based creative solutions firm.

The site, www.bluebuff.com, is the first online position for the newly founded pet food company, whose health-conscious canine and feline product line, BLUE Life Protection Formula, is sold nationally at hundreds of PETsMART stores across the country and through its online store. The site promotes Blue Buffalo’s breakthrough pet recipe of all-natural human grade ingredients and the exclusive LifeSource Bits™, protecting animals from cancer-causing environmental toxins pets come into contact with daily, such as household and industrial products.

Anthony Del Monte, Squeaky Wheel president and founder, said it was Squeaky’s goal to develop a site that demonstrates the relationship between a brand that’s committed to providing the best pet food product on the market and its consumers who are in search of the best for their pets.

“Early on in the development of the project, we understood that at the root of the relationship between the brand and its consumers was the ability to display at its core a consideration for the wellness of animals,” Del Monte said. “The end result we created is a web site chock-full of animal health education, cancer and toxin information, consumer participation sections that include fun-loving animal trading cards, a Buff General Store and a Buff Club, where consumers can directly contact the company for comments and product inquiries.”

Consumers can explore Blue Buffalo’s products first-hand through the new online position, according to Bill Bishop, Blue Buffalo CEO.

“The site allows for more of an interactive, back-and-forth communication than we could have achieved otherwise,” Bishop said. “We’ve developed relationships with our consumers through the web site and are able to translate our marketing objective in a very consistent way. Squeaky has the ability to get that well-branded message to consumers through their great understanding of the Internet as a communication medium. We were very impressed with Squeaky’s diligence in this project and knew they would obtain our objective.”

Ed Mullen, Squeaky Wheel creative director, said launching a web site that’s both promotional and informative was the key marketing tool for the dog and cat food line once the products were released in stores.

“The web site is a major component of Blue Buffalo’s branding strategy,” Mullen said. “It serves as an opportunity for the company to elaborate on the message initiated in the store or at any tour events. Understanding that function, it is imperative to speak with a consistent voice and create a resource that picks up where the other impressions leave off. The web is an ideal place to establish and extend the new brand of pet food.”

About The Blue Buffalo Company - www.bluebuff.com

Blue Buffalo is a home-grown nutritional canine and feline health food company. Their new BLUE Life Protection Formula combines human grade ingredients with the extra protection of LifeSource Bits — a precise blend of nutrients and antioxidants that have been cold-compressed to preserve full potency to help fight against environmental toxins and strengthen pets’ immune systems. Products include puppy, adult and senior dog foods, plus adult and lite cat foods, in a chicken and brown rice recipe.

About Squeaky Wheel Media - www.squeakywheelmedia.com

The digital communication agency is based in New York City and specializes in Web-based creative and development services. An executive team that shares more than 20 years of combined industry experience, their services include: Web design and programming, E-commerce, branding, information architecture, online marketing, database, multimedia, graphic design, consulting, copywriting, usability and QA testing.

Current clientele includes: Chelsea Premium Outlets, Friendship dairies, Loral Space & Communications, SoBe healthy refreshment, Tishman Construction, and Financial Times.

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