Emmis Marketing said that 87% of consumers would switch to a brand associated with a cause over a comparable brand. Pedigree 's director of marketing, John Anton, recently told the Wall Street Journal : "Every time we run this campaign , we see increased sales."
But even just marketing has a value in this case. The public mood is swinging toward adopting pets. Look at the Obamas: A CNN poll found Americans want the first family to adopt a dog by a 2:1 margin. Joe Biden got hit with a backlash for buying a puppy from a breeder.
By Leah Wilkinson
A new year brings new opportunities and excitement, and 2023 is bound to be the same, with several chances for advancing policy issues of importance to the U.S. animal food industry.
By Lindsay Beaton