Nutrish relaunches brand name, unveils 'Home Chef-Inspired Bowls' campaign

Rachael Ray Nutrish is returning to its original name on packaging starting April 20, reversing a previous shift to "Nutrish" alone, and simultaneously launching a national campaign called "Home Chef-Inspired Bowls" featuring recipe creator and New York Times bestselling cookbook author Jenn Lueke of Jenn Eats Goood.

The name restoration reflects the brand's position that pet owners respond to food associated with a real person and real cooking. The campaign is intended to encourage pet owners to approach their pets' meals with the same care given to home-cooked family meals. Lueke will appear across digital content, advertising and retailer activations. The brand will also partner with a community of home chefs to share bowl-building recipes and tips.

Jenn Lueke, recipe creator and cookbook author, has partnered with Rachel Ray Nutrish to create "Home Chef-Inspired Bowls."Rachael Ray Nutrish"'Home Chef-Inspired Bowls' is all about celebrating the way pet parents show love every single day," said Anne Murphy, senior brand director, Rachael Ray Nutrish. "We want to inspire people to think about their pet's bowl the way they think about their own meals — full of flavor and care, and to simply enjoy the experience of preparing it."

"Cooking at home has always been my way of showing love, and that extends to my dogs Cashew and Copley just as much as anyone at my table," said Lueke. "As a pet parent, you want to feel good about what you're serving and know it's something they'll truly enjoy. This campaign is about bringing that same creativity and joy into your pet's bowl because they're family, and they deserve meals made with attention and care."

According to the brand, Rachael Ray Nutrish was founded more than 15 years ago on the premise that pets deserve meals made with home-cooked flavors. The new campaign is intended to extend that positioning to a new generation of consumers.

"I started Nutrish 15 years ago because I believed pets should be fed with the same care we give our family," said Rachael Ray. "Our newest home chef-inspired creations are packed with high-quality ingredients, so every bite is full of flavor and love for your furry friend."

The campaign highlights products including a Surf & Turf-style bowl and a Shepherd's Pie-inspired recipe. Rachael Ray Nutrish wet and dry foods can be paired together or complemented with pet-safe ingredients such as sweet potato or raw carrots.