Mars Petcare Brings Wet Dog Food Portfolio Together To Drive Category Growth

CATEGORY LEADER TAKES BRANDS TO THE NEXT LEVEL WITH MIX MANIA CREATIVE CAMPAIGN

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May 05, 2016, 07:00 ET

NASHVILLE, Tenn., May 5, 2016 /PRNewswire/ -- Mars Petcare, the leader of the wet dog food category, is bringing together its portfolio of wet dog food brands – CESAR®, PEDIGREE®, NUTRO™ and IAMS™ – to grow the wet food category. Mix Mania is the new creative campaign launching today as a collaboration among these four brands to increase the overall awareness of wet dog food and create growth by spotlighting the most common usage occasion, encouraging dog owners to MIX IN wet food with dry kibble, and LOOK OUT for mealtime excitement and a doggy freak out face to remember.

The Mix Mania campaign is supported by robust, visually dynamic assets including this regional print ad.

"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, created by PR Agency of Record, Weber Shandwick, is anchored with original assets focused on the freak out face that happens when dogs discover delicious wet food mixed in with their normal dry kibble. Long-and short-form videos lead the content, and are 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.

"In order to really bring this campaign to life, we took the insight that dogs go nuts over wet dog food to heart and showcased the freak out face in all of its glory, up close, and in slow motion," said Jim Paul, Executive Creative Director, Weber Shandwick. "We captured that moment and the resulting visuals featuring every level of madness turned into the hero assets for the entire campaign."

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 campaign is supported by robust, visually dynamic assets including an interactive content hub, long-and short-form videos, new social channels, paid media, influencer engagement, earned media and a regional print ad.

For more information on the campaign, visit MixMania.dog or follow social channels on Facebook, Instagram and Twitter.

For more on this campaign click here.

About Mars Petcare
Mars Petcare US is the U.S. operations of the world's largest petcare company at the privately-held Mars, Incorporated. Mars Petcare US produces some of the world's most beloved pet care brands, including PEDIGREE® Food and Treats for Dogs, CESAR® Canine Cuisine, IAMS™ Pet Food, SHEBA® Entrees for Cats, WHISKAS® Food for Cats, GREENIES™ Dental Chews and PILL POCKETS™ Treats, NUTRO™ Pet Food, EUKANUBA™ Pet Food and TEMPTATIONS™ Treats for Cats, as well as exclusive brands products for some of the leading retailers in the U.S. Headquartered in Franklin, Tenn., more than 3,700 Mars Petcare US associates make, sell and distribute its high-quality pet food from 20 manufacturing facilities located in communities across the U.S. For more information, please visit www.mars.com.

About CESAR® Canine Cuisine
CESAR® Canine Cuisine is a high-quality line of premium wet dog food and dog treats for small- to medium-sized dogs. The CESAR® Brand wants to transform mealtime into moments of shared joy by providing irresistible taste and unparalleled variety all dogs love. The CESAR® Brand offers a variety of irresistible flavors in their Original Pate and GOURMET FILETS™ in Sauce textures, as well as their HOME DELIGHTS™ line that provides comfort food favorites so your dog can enjoy the same meals that you do. For more information, visit www.cesar.com.

About the PEDIGREE® Brand
The PEDIGREE® Brand is the number one brand of dog food and treats in the world, feeding more dogs than any other brand. The PEDIGREE® Brand offers a wide variety of products and formats for dogs at every life stage. The PEDIGREE® Brand is built on an unwavering love for all dogs and a commitment to dog adoption. For more information, please visit www.Pedigree.com.

^®/™ Trademarks ^© Mars, Incorporated 2016.

Photo - http://photos.prnewswire.com/prnh/20160504/363975

SOURCE Mars Petcare