According to the group, the campaign aims to remind pet owners that IAMS’ products contain “high quality animal protein that provides pets with the fuel they need to thrive”.
The campaign will see the return of its taglines, “I am an IAMS cat” and “I am an IAMS dog”, in a bid to “reinforce the health benefits of feeding pets IAMS”.
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 (PPC) and social media advertising.
The brand campaign will support the “IAMS for Vitality” range, a pet food which was 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.”