Festive launches from Mars Petcare are to be supported with the company’s biggest seasonal advertising campaign to date.
They will include – for the first time – festive main meals from Pedigree and Sheba, and seasonal treats from the Dreamies range. The company hopes its new products will help to drive more shoppers into the seasonal pet care category.
The new products are launching from October following Mars Petcare’s first annual category report ‘The Rising Power of Pets in Pandemic Britain’, which explored the surge in owners referring to themselves as pet parents.
With a quarter of owners admitting that they celebrate Christmas with their pets, Mars says this opens up an opportunity for retailers to offer a festive meal solution in the pet food aisle.
The Christmas range will be supported by nationwide TV campaigns for Dreamies and Pedigree costing in excess of £1m and running throughout November and December.
The new main meals from Pedigree and Sheba both come in packs of 12 with two flavours; Sheba Turkey and Chicken and Pedigree Turkey and Chicken.
New treat options will include Dreamies Salmon & Turkey Mix, Pedigree Schmacko Turkey and Pedigree Rodeo Turkey.
Arthur Renault, marketing portfolio director at Mars Petcare, said: “After this year’s events, we can’t be sure what Christmas 2020 holds, but we know owners want to mark seasonal occasions with their pets, whether that be including them in gift giving or having a special meal for them to enjoy.
“Our Pedigree and Sheba main meals, inspired by festive flavours, have been designed for pets and their owners to come together and share a moment of happiness.
“In addition to this, we’re also bringing back past favourites with stockings and gift boxes for owners to spoil their pets properly this Christmas.”
Mars says Pedigree was the best-selling Christmas pet stocking last year, while the Dreamies Gift Box was the most sold cat Christmas product in the market. Both brands will have stockings and gift boxes available, complete with new toys.
