• by Sara Guaglione , April 7, 2016

Woman’s Day partnered up with Rachael Ray Nutrish, the chef’s natural dog and cat food company, on a unique, interactive cover for the May issue of the magazine.

The cover features an ombre cake displayed on a table, with a call-out tab at the bottom reading “Presented by Rachael Ray Nutrish Pull Here.” When the reader pulls down the tab, the ad unit folds down to reveal a second panel with the cover star: a 6-year-old, mixed-breed rescue dog named Grover, who eyes the cake above.

The third panel features a photo of Rachel Ray in the kitchen and directs reader to flip the page for the latest Rachael Ray Nutrish recipe.

The content on the back of the cover unit and page one of the issue lists some facts and the ingredients in Dish, the new dog food from Rachael Ray Nutrish.

An ad for Zero Grain, the company’s new grain–free dog and cat food, is also featured on the back cover. This video demonstrates how it all works.

The issue will be on newsstands April 12.

Woman’s Day publisher and Chief Revenue Officer Kassie Means told Publishers Daily that when creating these interactive covers, they take inspiration from their content and readership. Woman’s Day features a “Pets” vertical and Means said a good portion of their readership are pet-owners.

“This was a natural way for us to move, in terms of a great collaboration with pet food advertisers,” she said, adding: “We’ve never had a dog on our cover before!”

Means said this interactive cover provides ample space for advertisers to showcase their content. For example, this unit has about five full-size pages for Rachel Ray Nutrish’s content.

According to a Woman’s Day spokesperson, these creative units “have resonated with consumers and advertisers alike, resulting in repeat business.”

For the October 2015 Woman’s Day issue, a cover with Natrol Melatonin featured daytime pumpkins on the top cover, which shifted from Woman’s Day to Woman’s Night with “night owl” pumpkins glowing in the dark for the second cover.

Natrol Melatonin and Woman’s Day partnered again for the March 2016 issue, featuring a punch-out door hanger by the company and sleep tips.