Mars Petcare’s Nutro brand is launching a campaign that shows life from the viewpoint of a dog.
The creative, developed by BBDO New York, has the theme “Dogs Give Everything 100%.” It aims to demonstrate how the “Nutro. Feed Clean” recipes “give dogs the energy to live a full and active life,” according to the company.
The effort supports the brand’s refresh and reinforces that when at their best, dogs are the perfect example for getting the most out of life, says Craig Neely, vice president of marketing at Mars Petcare.
“We know a clean lifestyle supports a full and active life for both pets and their owners,” Neely says in a release. “The Nutro campaign captures the energy and excitement that our pets have with a healthy and nutritious diet so they can enjoy what they love most.”
The campaign is running on national TV and will also air on full episode player (FEP) and online video. Additional assets include full-page print ads as well as digital and social graphics.
It includes a 30-second spot about Cooper, who imagines what his life would be like if there was a world championship for frisbee catching. Two 6-second spots show a dog diving into a lake and a dog greeting its human.
This month, the Nutro brand is refreshing its products. The updated new look, which will start appearing on store shelves in the coming weeks, includes bags featuring a simple, modern design that allows recognizable ingredients to take center stage.
Nutro products follow the “Nutro. Feed Clean” philosophy which is “simple, purposeful and trustworthy recipes that are rich in nutrients, full of flavor and made with real, recognizable non-GMO ingredients,” according to the company.