TV personality and pet lover Rachael Ray is thanking consumers who purchased her Nutrish, Just 6 and Healthy Weight petfood and treats. Ray's “thank you” personal video message is delivered via a QR code that appears on more than 4.5 million packages of the petfood brands.
Ray developed the Nutrish petfood and treat line in 2008 with Ainsworth Pet Nutrition because she “wanted to be able generate a constant stream of revenue to feed and fund the needs of our shelter animals all across the country," Ray says in the video recording. Ray donates 100% of her proceeds from the sales of Nutrish petfood to organizations that help homeless animals.
“Research has found that 14 million mobile users in the US scanned a QR or bar code on their mobile device in June alone,” says Steve Joyce, director of marketing at Ainsworth Pet Nutrition. “We feel the QR code on the Rachael Ray Nutrish packages is a great way for consumers to hear directly from Rachael about her passion for helping animals and see how their purchase is really making a difference.”
While cat trends continue, the pandemic has added to overall slow-growth treatment of the cat food market.
Premiumization and humanization, as well as automation, fueled continued operation growth in spite of the COVID-19 pandemic.