To coincide with National Pet Day on April 11, IAMS is investing in a three-month brand campaign spanning TV, radio, digital and print media.
Celebrating more than 70 years of ‘nutritional expertise’, the campaign will see the return of the renowned taglines, “I am an IAMS cat” and “I am an IAMS dog” to reinforce the health benefits of feeding pets IAMS for Vitality.
“Every bowl of IAMS provides pets with complete and balanced nutrition, combining high levels of animal protein with an irresistible taste and no artificial flavours, fillers or GMOs,” the brand boasts.
The multi-channel media campaign will include new TV adverts for both cat and dog to run across national TV, social media and YouTube. This will be supported by a radio campaign in partnership with Smooth FM and Classic FM, consumer print advertising and a robust digital programme of display, pay per click and social media advertising.
The brand campaign will support the IAMS for Vitality range, a premium pet food developed to help give cats and dogs healthy, active and happy lives.
Krisztina McCumesky, senior brand manager for IAMS UK, said: “We’re so pleased to be bringing back our nostalgic ‘I am an IAMS cat’ or ‘dog’ message for this new brand campaign and 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 health through a nutritional diet, allowing them to truly thrive.
“The national launch marks a large investment in the brand with the campaign running across a number of months, helping to support our retailers and boost brand sales.”
IAMS for Vitality Adult Cat with Fresh Chicken 2kg is available with an RRP from £10.99 and IAMS for Vitality Adult Dog (small/medium or large) with Fresh Chicken 2kg with an RRP from £6.99.