The annual Guinea Pig Awareness Week (GPAW) will be featured on pack for the first time this year, with Burgess Excel’s limited-edition Winter Berry Bakes set to carry the campaign branding.
GPAW 2025 will run from October 20-24 under the theme of “Comfort, Care, Companionship”, and will highlight the importance of understanding and reducing stress in guinea pigs to improve health outcomes and longevity.
Now in its fifth year, GPAW will be led by Burgess Excel in partnership with RSPCA, Blue Cross, Woodgreen and Raystede. The campaign will be promoted across national media, social platforms, and within partner networks, with content available to support veterinary teams, rescue organisations, and pet retailers in educating owners.
Burgess Excel senior brand manager Annabel Coleman said: “We’re thrilled to be able to support GPAW with this on-shelf visibility. It has given Rabbit Awareness Week a huge boost in previous years and of course we wanted to give GPAW the same support.”
Deputy managing director Suzanne Moyes added: “Guinea Pig Awareness Week has grown from strength to strength each year and is a much-needed opportunity to support guinea pig owners in better understanding their pets. Guinea pigs have complex needs and are as vulnerable to stress as any other animal; we want to help with spotting the signs of stress and creating the ideal environment for them.”
