Mars Petcare is making health and nutrition a priority for its Pedigree, Whiskas, Cesar and Sheba petfood brands to focus more on the emotional connection people feel with their pets. The petfood maker is hoping the plan will lead to advertising that sets the brands apart from traditional petfood marketing campaigns and compete more directly with P&G's Iams brand.
The new marketing campaign includes the Cesar brand's first TV commercial in five years, which centers on the relationship between an old man and his dog, featuring the petfood as one of the ways an owner can repay their dog for its friendship. The campaign also features in-store, sampling and online activities that promote how the food can improve a dog's health.
The Cesar campaign runs throughout June alongside a new marketing strategy for the Pedigree brand. The "Brighter Futures" campaign aims to increase awareness of the needs of rescue dogs and the role that healthy, balanced meals play in their road to a new home. Pedigree has also pledged to donate 1 million meals to a network of animal shelters across the country as part of the campaign.
Mars is also increasing marketing for its Whiskas and Sheba cat food brands in response to shifting consumer trends towards healthier pet products to support the launch of several new products over the coming months.
This book takes a decidedly different turn from the usual consumer-oriented petfood fodder
The maker of raw and holistic diets seeks to help transform pets through its products, philosophy, education and research
The top 10 petfood manufacturers continue to feel the effects of the global economic meltdown
The company builds on its boutique business with three new lines for pet stores, including baked dog food and treats
This small family business prepares to introduce innovative, functional formulations beyond its signature cherry products
We asked Carol Jones-Adams, who founded and runs functional treat maker Overby Farm with her husband and business partner, Bob Adams, to tell us more about her company
Aunt Jeni's Home Made promotes the health and longevity of pets with their natural and raw lines of products
Petfood companies who promote their support of causes in their marketing campaigns are staying innovative in these uncertain times
While petfood shoppers continue to show strong brand loyalty, pet products have not been immune to the store brand swing
There's a disconnect between consumers' confidence in petfoods and their knowledge of what makes the foods nutritious
Now is the time for packagers, producers, marketers and manufacturers to capitalize on the traveling with pets trend
--- Thank you for your patience ----
If you have any issues logging in or any other need feel free to contact us.