The IAMS brand launched a spring break marketing activation at Orlando Sanford International Airport to draw attention to pet digestive health, featuring an oversized display of pet rears positioned above the baggage claim carousel.
The installation, which ran through March 29, was designed to remind pet owners that their animals' digestive needs continue while they travel. The campaign, called "Smooth Deliveries," promotes the IAMS PROACTIVE 5 benefit system, which the brand says supports healthy digestion by Day 10 through a blend of fiber and prebiotics.
"At the heart of the IAMS brand lives a purpose to help keep all dogs and cats full of life for more of life, and we know that starts with a healthy gut," said Mindy Barry, chief marketing officer, Mars Pet Nutrition North America. "Our IAMS PROACTIVE 5 benefit system is how we deliver on that promise, providing a framework for targeted support in five key areas to ensure pets feel their best."
The PROACTIVE 5 system is structured around a timeline of nutritional benefits: healthy muscles by Day 1, healthy energy by Day 5, healthy digestion by Day 10, a healthy immune system by Day 15, and healthy skin and coat by Day 25.
The airport activation is part of a broader campaign that includes a social media partnership with pet influencer @brodiethatdood, who was identified as the model featured in the billboard display. Content featuring the influencer will appear across IAMS channels. The brand also recently launched a comedic ad spot called "Poopface" as part of the same campaign.
IAMS also offers Poopscan by IAMS, a tool designed to help dog owners monitor changes in their pets' stool. The brand notes the tool is not a substitute for veterinary assessment.
According to Petfood Industry's Top Pet Food Companies, IAMS is a brand of Mars Pet Nutrition North America, headquartered in Franklin, Tennessee, U.S.
