Puppy Chow's star model

Nestle's Purina Petcare will begin sponsoring free daily text-message alerts for pet lovers, courtesy of ad-supported mobile entertainment company Limbo Lowdown.

The sponsorship empowers Purina to stamp its brand on over 6 million highly targeted text messages a month, according to AdWeek. Purina's integrated ad messages may also feature click-throughs to content, like coupons and other special offers.

Limbo Lowdown content includes celebrity gossip, sports scores, movie and music news, and horoscopes.