Mars Petcare is bringing together its portfolio of wet dog food brands – Cesar, Pedigree, Nutro and Iams – to grow the wet food category.

Mix Mania is the new creative campaign launching as a collaboration among these four brands to increase the overall awareness of wet dog food and create growth by spotlighting the most common usage occasion, encouraging dog owners to mix in wet food with dry kibble, and look out for mealtime excitement and a doggy freak out face to remember.

“This category presents a significant opportunity for growth, and we’re confident the time is right to approach wet dog food at the category level to support our customers and consumers alike,” said Dan Jackson, marketing director, Mars Petcare. “We are constantly looking for new ways to drive the category, while helping pet parents to show their love for their pets. This campaign gives dog owners an easy way to delight their dogs at mealtime by encouraging them to mix in a little wet food and watch their pups freak out.”

The campaign, created by PR Agency of Record, Weber Shandwick, is anchored with original assets focused on the freak-out face that happens when dogs discover delicious wet food mixed in with their normal dry kibble. Long-and short-form videos lead the content, and are brought to life through an engaging online hub at that serves as a one-stop-shop for consumer interaction. Consumers are encouraged to engage with the campaign by sharing their doggy freak-out photos and videos using #MixMania.

“In order to really bring this campaign to life, we took the insight that dogs go nuts over wet dog food to heart and showcased the freak out face in all of its glory, up close, and in slow motion,” said Jim Paul, executive creative director, Weber Shandwick. “We captured that moment and the resulting visuals featuring every level of madness turned into the hero assets for the entire campaign.”

The program also features actress, musician and animal lover, Kristin Chenoweth, who joins the campaign, lending her voice to a series of humorous videos and a consumer remix station housed on the website. The hub has a unique feature that lets consumers upload a video and remix it with a funny voiceover from Chenoweth.

The campaign is supported by robust, visually dynamic assets including an interactive content hub, long- and short-form videos, new social channels, paid media, influencer engagement, earned media and a regional print ad.