AMARILLO, TEXAS and EVANSTON, BAD. – Merrick Pet Care announced on March 3 that it is launching the company’s largest marketing campaign to date, centered on the theme that “not all dog food is the same”, extending that mindset to its cat food and dental products.
“We all want the best possible food for our pets, but there are so many options when it comes to meal times,” said Barbara Liss, vice president of marketing for Merrick Pet Care. “With this new campaign, we hope to continue to educate pet parents about why our food is different and, in turn, bring more dogs and cats into the Merrick family.”
The campaign was launched the first week of March with a focus on its dog products. Merrick has created television and online commercials, as well as paid social posts, digital advertising, shelf advertising and more to spread the word.
Short videos and commercials will demonstrate the key attributes of Merrick’s dry dog food, including more protein, glucosamine and chondroitin – nutrients that promote joint health and mobility – as well as high quality meat, vegetable and fruit ingredients that go into the brand’s formulations.
The cat-focused ad will air in early April, marking the first time Merrick has explicitly advertised its premium cat food products in nearly eight years. The campaign will also include digital advertising for its dental treats for dogs, highlighting Merrick Fresh Kisses’ unique double brush design, all natural ingredients and flavors.
“We often see ourselves as the ‘underdog’ when it comes to advertising spend in the pet food category, but we believe this new campaign will help us stand out from the competition,” Liss added. .
The company is also partnering with social media influencers to get its campaign message across.
The Chicago-based Escape Pod created these campaigns for Merrick, which is the pet food and treat company’s biggest advertising spend to date. The company is spending more than double its total advertising budget for 2020.
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