Mars Petcare launches cross-brand campaign

NASHVILLE, Tenn. -- Mars Petcare is launching a new campaign to encourage consumers to ad wet food to their dog's dry kibble.

The company's new campaign features its four CESAR, PEDIGREE, NUTRO and IAMS pet brands and aims to increase the overall awareness of wet dog food (and growth of the category) by encouraging dog owners to mix in wet food with dry kibble.

"This category presents a significant opportunity for growth, and we're confident the time is right to approach wet dog food at the category level to support our customers and consumers alike," said Dan Jackson, marketing director, Mars Petcare. "We are constantly looking for new ways to drive the category, while helping pet parents to show their love for their pets.  This campaign gives dog owners an easy way to delight their dogs at mealtime by encouraging them to mix in a little wet food and watch their pups freak out."

The campaign includes long-and short-form videos brought to life through an engaging online hub at MixMania.dog that serves as a one-stop-shop for consumer interaction. Consumers are encouraged to engage with the campaign by sharing their doggy freak out photos and videos using #MixMania.

The program also features actress, musician and animal lover, Kristin Chenoweth, who joins the campaign, lending her voice to a series of humorous videos and a consumer remix station housed on the website. The hub has a unique feature that lets consumers upload a video and remix it with a funny voiceover from Chenoweth.

The company will also be rolling out social media ads and other digital marketing.