Running throughout the summer, the campaign aims to drive awareness to consumers nationwide of its product FRONTLINE Spot On, prompting monthly treatment so pet owners feel confident in letting their ‘pets be pets’ without the worry of fleas and ticks.
To maximise awareness for the new and integrated campaign, the animal health company has invested £1.7 million, which will see a new TV advertisement airing from 3rd June to the end of August in prime time spots on ITV, Channel’s 4 and 5 and Sky.
Executed by Merial’s creative agency Balloon Dog, the new television ads, which feature cats and dogs going about their day-to-day lives of playing and exploring, clearly conveys the Pets Will Be Pets and its leading product, FRONTLINE Spot On messaging.
The company has also launched a nationwide competition, created by Balloon Dog and supported by digital PR, to run throughout the campaign encouraging pet owners to enter photos and videos of their pets, driving traffic to Merial’s microsite (hugyourpet.co.uk).Prizes include £1,000, a pet hamper and five runners up prizes of a years’ supply of FRONTLINESpot On.
The campaign will also be accompanied eye-catching,posters, counter cards wobblers and balloons, as well as merchandising units, which will be available to retailers to help join in on the Pets Will Be Pets campaign.
Roddy Webster, head of Pets UK and Ireland for Merial commented: “Here at Merial we are dedicated to the welfare of animals and with 50 per cent of pet owners not realising that their pets have fleas it is very important that we drive awareness of the need for regular treatment. That is why we have invested significantly in our new Pets Will Be Pets TV and the supporting PR digital campaign. The major objective of this campaign is to prompt monthly flea and tick treatment. This £1.7 million investment also shows Merial’s’ continued commitment to our flagship brand FRONTLINE Spot On.”