Clear Conscience Pet’s SuperGravy line recently won the company’s 21st award for nutritional excellence and innovation, and now SuperGravy will pioneer the pet food topper category on TV with two national broadcast DRTV spots. SuperGravy will be the first pet food topper supported by national broadcast television, enabling the unique mixes to reach millions of consumers. The spots were first seen at SuperZoo 2018.
The spots were written by Clear Conscience Pet Founder and Pet Industry Icon Award-Winner Anthony Bennie, and produced in-house by Clear Conscience Pet Media. Company Founders Anthony and Amanda Bennie are featured in the spots which include live action dock dog diving and testimonials.
“We are incredibly excited to have this big stage to debut our new TV spots,” said Clear Conscience Founder and Chief Nutrition Officer Anthony Bennie. “SuperGravy delivers so many great benefits to dogs and dog parents, and these spots tell the story powerfully and in an entertaining fashion.”
New in-store marketing tools including full color digital clipstrips, shelf talkers, and a free-standing floor display were also debuted at SuperZoo. “The new in-store support materials we are launching will be a great tool for retailers to educate consumers about the many benefits of SuperGravy,” said Amanda Malone Bennie, the company’s Co-Founder and 2017 Pet Age “Women of Influence in the Pet Industry” award-winner.
The SuperGravy line includes three holistically balanced formulas recipes of instant dry holistic pet food topper gravy and broth mixes: Arfredo creamy white, Barkinara zesty red, and Paw Jus savory brown. With ten awards, SuperGravy is the most awarded pet food topper in the industry and the only line of holistically balanced dry gravy and broth mixes.
All three SuperGravy varieties are made with nutrient-rich superfoods including chia seeds, sea kelp, and air-dried vegetables. For improved digestion and gut health, all formulas are also supplemented with probiotics and digestive enzymes. SuperGravy as well as all Clear Conscience treats and chews are Grain-Free, Gluten-Free, Non-GMO, and never irradiated. The Clear Conscience Pet “clean label pledge” promises only whole food ingredients that are Pure, Pronounceable, and Purposeful.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.