Merrick, a leader in natural pet food and treats, announces that it is launching the brand’s biggest marketing campaign to-date. The new campaign, which begins rolling out this week, touts that “all dog foods are not the same,” and makes the same declaration about cat food as well as dental treats; it showcases the brand’s product superiority and invites pet parents to “See The Merrick Difference.”
Over the next week, the brand will introduce its dog-focused advertising, which will go tail-to-tail with the competition; the campaign shows how Merrick dry dog food recipes havemore protein and joint supporting nutrients – glucosamine and chondroitin – than other brands. Mouthwatering visuals of high-quality meat, sweet potatoes and apples dance on the screen as an upbeat voiceover educates pet parents about the brand’s longstanding commitment to using real, whole foods in their pet food recipes.
“We all want the best food possible for our pets, but there are so many options when it comes to feeding time,” said Barbara Liss, Vice President of Marketing for Merrick Pet Care. “With this new campaign, we hope to continue to educate pet parents about why our food is different and, in turn, bring more dogs and cats into the Merrick family.”
Merrick will extend the campaign with cat-focused advertising in early April, marking the first time the brand has advertised its premium cat food in nearly eight years. The brand also teased the campaign last month with digital advertising to support its all-natural dental treats for dogs. To reinforce that “all dental treats are not the same,” the creative highlights theunique double-brush design of Merrick Fresh Kisses and promotes how the treats are crafted with all-natural ingredients, including refreshing mint or coconut oil flavors.
The new campaign, which was created by The Escape Pod in Chicago, will feature a mix of advertising spots (broadcast and digital), as well as additional supporting components including paid social, digital, shelf, influencer relations and more. As Merrick’s largest advertising spend to-date, the brand is more than doubling its advertising spend versus last year.
“We often consider ourselves the ‘underdog’ when it comes to advertising spending in the pet food category but believe this new campaign will help set us apart from the competition,” Liss added.
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