Nulo Launches “Know Better” Pet Food Campaign
To advance the conversation surrounding nutritional dog and cat food, Nulo Pet Food has launched a “Know Better” campaign. The campaign will feature inspiring stories from Nulo’s pet owners as well as athlete ambassadors, such as Michael Phelps, 23-time gold medalist swimmer; Gus Kenworthy, silver medalist freeskier; Dana Vollmer, 5-time gold medalist swimmer; and Jordan Hicks, pro linebacker, according to officials.
Athletes battle labels of society and they have come to “know better” than to believe everything that people tell them, officials said. They practice this same standard when it comes to getting the facts about pet food nutrition, they added.
“Over the past year, we’ve seen large lobbyist-encumbered organizations scare pet consumers with their unscientific conjectures, making sweeping claims about ‘good and ‘bad’ pet food,” said Michael Landa, founder and CEO of Nulo, which is headquartered in Austin, Texas. “With so much confusion, it’s no wonder even the most nutrition-savvy athletes came to us with questions about pet food ingredients. At Nulo, we’ve always been committed to inspiring pet parents to live healthier together with their pets, starting with nutrition, but when we noticed there was an overwhelming amount of inaccurate information out there on basic pet nutrition, we knew we had to do better.
“The ‘Know Better’ campaign speaks to the core of our company philosophy and it’s why I founded Nulo ten years ago,” Landa added. “I wanted the very best for my dog, Max, and I refused to believe that healthier pet food couldn’t be made. I knew better than to follow the common industry practices of taking shortcuts, skimping on meat and adding fillers to our pets’ food.”
The campaign will feature four separate 30-second TV spots in select markets with additional promotion across print, outdoor, digital and social media advertising, officials said.
For campaign details, click here.