National Pet Week Marks The Launch Of IAMS’ New National Brand Campaign

Latest brand campaign reminds owners that IAMS for Vitality combines high levels of animal protein with an irresistible taste that IAMS cats and dogs will love

To coincide with National Pet Day on the 11th of April 2021, IAMS is investing in a three-month brand campaign spanning TV, radio, digital and print media. The campaign aims remind pet owners that IAMS’ exceptional nutrition containing high quality animal protein provides pets with the fuel they need to thrive.


Celebrating over 70 years of nutritional expertise, the campaign will see the return of the renowned taglines, ‘I AM AN IAMS CAT’ and ‘I AM AN IAMS DOG’ to reinforce the health benefits of feeding pets IAMS for Vitality. Every bowl of IAMS provides pets with complete and balanced nutrition, combining high levels of animal protein with an irresistible taste and no artificial flavours, fillers or GMOs.

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 premium, high-quality pet food which was developed to help give cats and dogs healthy, active and happy lives. IAMS offer expert nutrition in a wide range of tasty recipes for each and every pet, no matter their life stage, breed size or nutritional needs. IAMS for Vitality is specifically formulated to meet the high animal protein demands of cats and dogs, as well as providing all the essential vitamins, minerals and nutrients needed to support healthy vitality.


Krisztina McCumesky, Senior Brand Manager for IAMS UK comments:

“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.

The national launch marks a large investment in the brand with the campaign running across a number of months, helping to support our retailers and boost brand sales. We believe we’ve chosen the right combination of media targets and channels to promote the health benefits of IAMS for Vitality in an engaging way to pet parents across the UK, whilst reminding them that IAMS has always had their pet’s best interests at heart.” 

Source: IAMS

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