Petcare brand Iams is investing in a three-month advertising campaign to promote its Iams for Vitality dog and cat food products.

The campaign launches on 11 April, which is National Pet Day, as the supplier looks to promote its premium brand.

Lockdown sees growth in petcare opportunities

According to a recent report from Mars Petcare, convenience retailers have seen petcare sales grow 3.1% in the past year, nearly twice the rate of the total UK grocery market.

Iams is looking to highlight the nutritional value of its Iams for Vitality products, which the supplier says have no artificial flavours, fillers, or GMOs.

The multi-channel media campaign will appear across national TV, social media, and YouTube, as well as on Smooth FM and Classic FM radio and consumer print advertising.

The rising power of pets: key petcare trends

Krisztina McCumesky, senior brand manager for Iams UK, said: “We have chosen to launch the campaign to coincide with National Pet Day. After all pets have helped us so much throughout the Covid pandemic.

“We want to celebrate the role pets play in our lives and show how we can support their healthy through a nutritional diet, allowing them to truly thrive.”

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