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Pet Food News
on February 2, 2009

Pet companies jump on adoption bandwagon

The petfood industry has discovered cause advertising, according to an article on www.WalletPop.com.

The petfood industry has discovered cause advertising, according to an  article  on  www.WalletPop.com . It's a form of advertising that links a product to a feel-good cause.

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.

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