Purina Bakers "DogPay" by OgilvyOne

Bakers' tech team has created a contactless payment scheme for dogs. No, this isn't a late April Fool's.

The scheme connects dogs' ID implants to their individual payment accounts, which their owners top up with doggy "pocket money".

At the checkout, the cashier uses a specially made device to scan the dog's ID chip, just as they would a credit card or mobile phone.

So far the prototype has only been tested in one store in Essex. There are no plans yet to roll it out nationwide.


Bakers senior brand manager, Nestlé Purina
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