Tag: Purina Chuckwagon

I loved these commercials when I was a kid. I wasn’t allowed to have a dog in the house (which is probably why I’ve had three Saint Bernard house dogs). Some poor dog would be bewildered by a miniature chuck wagon, then scurries through the home and into the kitchen cabinet or tv after it.

In 1967, Purina launched “Chuck Wagon” as their latest dog food innovation. Packaged as dry dog food, adding warm water would rehydrate the serving to some extent, as well as cause the meal to produce its own gravy

The commercials had a Western theme, playing into Chuck Wagon’s branding as a hearty, wholesome meal for dogs. The animated mini chuck wagon would appear from unexpected places—such as behind a cabinet door, under a table, or from inside a dog food bag…creating a playful and imaginative effect. I can’t tell you how much this worked during that time period. 

In some shots, stop-motion animation was used, where the wagon was moved frame by frame to give the illusion of self-propelled motion. In other cases, puppetry techniques such as invisible wires or rods helped guide the wagon across the floor.

Now… this was hard to believe but in 1983 Atari released a video game based on this commercial called “Chase the Chuckwagon.“