Mars Petcare has rolled out a new pack design across its market-leading Dreamies range to celebrate its support for the LGBT Foundation.
As part of its commitment to the LGBT+ community and their mental health, Mars Petcare has also made a donation to the charity to go towards funding its helpline.
In celebration, Dreamies will be temporarily updating seven million packs with the LGBT foundation logo, its helpline number and the Pride rainbow.
The LGBT Foundation has run for more than 45 years, delivering advice, support and information services to lesbian, gay, bisexual and ‘trans’ communities. At a time when pets have been shown to have a positive impact on improving mental health, the partnership will raise awareness, show support, and promote the need for equality. The promotional pack design launched yesterday (Monday) to coincide with National Mental Health Awareness Week.
Since the pandemic, more people have become pet owners and are spending increased time at home with their pets. As the No.1 cat care brand, Dreamies is perfectly positioned to raise awareness of the LGBT Foundation’s support helpline and demonstrate Mars Petcare’s commitment to the LGBT+ community.
Evidence suggests that people identifying as LGBT+ are at higher risk of experiencing poor mental health – and Mars Petcare’s own research has shown that 71% of the LGBT+ community have a pet and more than three-quarters of LGBT+ owners find their pet helpful for their mental health.
Helen Warren-Piper, general manager at MARS Petcare, said: “This is our first brand activation at Mars Petcare that specifically heroes and celebrates both inclusion and diversity.
“We want to do all we can to show our support for the LGBT+ community – not just by providing better education to our associates and promoting inclusion within our own four walls, but also by supporting LGBT+ people externally through our marketing and advertising and the way we communicate to our consumers, many of whom are part of the LGBT+ community.
“According to mentalhealth.org people in the LGBT+ community are more likely to experience problems such as depression, self-harm, alcohol and drug abuse, and suicidal thoughts due to discrimination, homophobia or transphobia, social isolation, rejection, and difficult experiences of coming out. This has only been magnified by the isolating lockdowns we’ve experienced across the last year.”
The launch will be supported by in-store point-of-sale across multiple shopper ‘touchpoints’.
Mars Petcare’s shopper research has already shown positive perceptions in relation to the new packs, performing well for likeability and acceptance, particularly amongst younger consumers and those identifying as a member or ally of the LGBT+ community.