Called Morton Safe-T-Pet, the granular ice-melting medium is salt- and chloride-free. In conjunction with the product launch, the brand is holding a "Best in Snow" Pet Show photo contest with more than $10,000 in cash and prizes.
To enter the contest, parents simply need to snap a photo of their pet suited up for winter and submit it via www.mortonbestinsnow.com by Jan. 4. A panel of judges will select winners from the eligible entries based on various criteria including creativity, audience appeal, and relevance to pet safety in winter.
The Morton "Best In Snow" Pet Show Grand Prize winner receives $10,000 cash plus a Morton Safe-T-Pet Winter Bundle worth $150. Two runners-up winners each receive $1,000 cash plus a Morton Safe-T-Pet Winter Bundle worth $150. Eight honorable mention winners each win a Morton Safe-T-Pet Winter Bundle worth $150.
In addition, Morton Salt, Inc. will donate to the ASPCA (The American Society for the Prevention of Cruelty to Animals) $1 for every eligible contest entry and $.50 for every vote made by the public during the contest period which runs through Jan. 11, up to a maximum of $25,000.
A survey commissioned by Morton reveals that one-third of all pet parents say they go to great lengths to protect their pets from the winter elements, including carrying their dogs over unsafe ice so they can take care of business outdoors.
While most pet parents consider their pets as part of the family, and 70 percent think about their pets when they prepare for winter, only one in four use a pet-safe ice melt, according to Morton Safe-T-Pet's recent survey of pet owners. So it begs the question: "How do you protect your pet in the winter?"
The survey reveals some interesting and somewhat humorous strategies used to keep pets safe during the winter months. Nearly one in four pet parents allow indoor bathroom breaks for their pets (23%). Almost 40% will spend more time outside in the cold to shovel and clear a path in the snow just for their pets.
More than one-third of all pets are dressed nose to tail in winter clothing and accessories by their pet parents for bathroom breaks. From mini-sweaters to doggles, pet parents will spend upwards of $660 on food, apparel and winter supplies for their four-legged friends.
Beyond clearing pet-friendly paths, pet parents have much to be concerned about in the winter. More than two out of three pet parents worry most about keeping their pets warm. Diet and exercise aren't just human problems, but 44% are also concerned about their pet's health at this time of the year. For those with smaller breeds, one out of four fear their dog could get stuck in the snow.