YuMove is investing in a ‘weighty’ TV advertising campaign and sponsorship deal to help raise awareness of joint stiffness in dogs and to promote its joint supplement brand, YuMOVE, to dog owners.
The national TV campaign launches today (Monday, September 23) across ITV and runs for four weeks. The 30-second spots will air mainly at prime time with an estimated reach of close to six million dog owners across the UK.
A recent poll of 2,000 dog owners, commissioned by YuMOVE found that millions of dog owners could be unable to identify tell-tale signs their dog has joint stiffness.
Three quarters of those surveyed believe their dog slowing down is nothing more than a sign of old age. And just one in five are confident they know what to look out for, with more than one in 10 admitting they don’t have any idea.
Gemma Cunningham, campaigns and communications manager for YuMOVE, said: “Following on from the success of our first TV campaign in 2018, we have significantly upweighted our ad spend this year, to spread awareness of joint stiffness in dogs and how YuMOVE can help. We want to help as many pets to live their most active life, for life. Mobility is a critical factor in a dog’s health and wellbeing and sometimes it can be easy to miss the early warning signs.”
YuMOVE is also returning as the active sponsor of ‘For the Love of Dogs’ with Paul O’Grady on ITV. The programme airs on October 23 for eight weeks including the Christmas special and is watched by 18% of the UK’s adult population, bringing the role of pet supplements to the attention of millions of pet owners.
YuMOVE tested its first TV campaign in April this year and found that 24% of those who watched the TV advert were more likely to think more seriously about their dog’s joint health as a result.
Gemma Cunningham, added: “Our ongoing broadcast investment demonstrates our commitment to the pet supplements category and supports the ongoing growth of our market leading brand YuMOVE which has transformed the lives of so many dogs over the years.”