Merial has unveiled its new “Pets Will Be Pets” campaign, which aims to promote monthly flea and tick treatment so pet owners feel confident in letting their “pets be pets” without the worry of fleas and ticks.
Merial has unveiled its new “Pets Will Be Pets” campaign, which aims to promote monthly flea and tick treatment so pet owners feel confident in letting their ‘pets be pets’ without the worry of fleas and ticks.
Running throughout summer 2013, the campaign will focus on National Flea Awareness Month in June and sees the company investing £1.7m in an integrated campaign, which will include a brand new TV advertisement, to run in prime time spots on ITV, Channel’s 4 and 5 and Sky between June 3 and the end of August.
Executed by Merial’s creative agency Balloon Dog, the TV ads feature cats and dogs going about their everyday lives – playing, exploring, digging etc. – and simply and clearly conveys the “Pets Will Be Pets” and monthly treatment messages.
Other elements of the campaign include:
- educational packs available to veterinary practices via Merial territory managers, which will contain an array of eye catching and engaging material promoting Frontline Combo
- a nationwide competition encouraging pet owners to enter photos and videos of their pets, being pets, with prizes including £1,000, a pet hamper and five runners up prizes of a years’ supply of Frontline Spot On
- advertising and PR activities in trade, consumer, national and online media
Roddy Webster, head of Pets UK and Ireland from Merial, said: “With 50% 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 Merials’ continued commitment to our flagship brand Frontline Spot On.”
All traffic and activity within the veterinary practices will help drive traffic towards uk.frontline.com where extensive information about the full Frontline product range and advice for treating fleas and ticks is available.