To shine an unmissable light on the issue of overweight dogs, IAMS pet food partnered with a real-life overweight dog named Waylon to put his story on a huge stage this holiday season.
The brand created a larger-than-life dog balloon – modeled after Waylon – that got "stuck" between two buildings en route to the Chicago Thanksgiving Parade. Not actually an official entry in the parade, the two-story-tall balloon is designed to represent the many dogs across the country who are carrying extra weight said the company.
Over 59% of American dogs are overweight or obese and most dog parents don't even realize it. That's why the IAMS brand said it is putting a spotlight on the issue of overweight dogs and helping pet parents navigate their own dogs' wellness journeys through science-based nutrition and additional pet health and wellness resources.
Healthy weight hub
The wedged Waylon balloon was visible in Chicago's Loop neighborhood on Sunday, November 24, and prompted passersby to scan on-site QR codes driving them to the IAMS Healthy Weight Dog Hub, where they could learn more about Waylon's journey toward living a more active, healthier lifestyle and reaching a healthier weight with a combination of regular exercise, veterinary care and IAMS nutrition and tools.
The hub contains a variety of resources and tools to help support all dogs and pet parents on their own wellness journeys, including tips for exercise and treating, a serving size calculator to help with portion control, and the IAMS Weight Assessment tool, which pet parents can use to determine if their dog is at a healthy weight by assessing their Body Condition Score.
Waylon was about 8 pounds overweight at a recent checkup, according to his veterinarian. Following his vet's recommendation, Waylon embarked on an overall wellness journey with two goals in mind: to reach a healthier weight and to participate in a local turkey trot event. Waylon and his pet parent aimed to achieve these goals through greater emphasis on exercise and spending time outdoors, and with nutritional support from the IAMS brand, focusing on portion control and changing his diet.
"Many dog parents don't even know their pets are overweight and it's our mission at IAMS to help those dogs, like Waylon, live healthier lives," said Jean-Paul Jansen, chief marketing officer, Mars Pet Nutrition North America. "Showcasing Waylon's journey on this large stage is important to us because it's one many pet parents can relate to. We're committed to helping them move forward in their own wellness journeys by providing nutritional support and practical tools to better understand and help improve their pets' health and wellbeing."
After following his veterinarian's recommended approach, Waylon's pet parent reports that he has lost weight and is continuing on his healthy weight journey. They even expect to achieve the goal of participating in a dog-friendly 5K together on Thanksgiving Day.
Adapted from a press release.
