Manufacturers’ trade association UK Pet Food has unveiled a new communications campaign aimed at empowering pet owners to make better-informed choices about pet nutrition.
The ‘Love Them Madly, Feed Them Wisely’ initiative also aims to support vets and pet care professionals in their conversations with owners about nutrition. The new campaign focuses on introducing more accessible, plain-speaking language into pet nutrition and to remove the complexity around scientific terminology that can be a barrier to people’s understanding of the subject.
The initiative features a suite of resources, including an updated website, factsheets and bespoke training materials for vets and professionals working across the pet food industry.
In the coming months, UK Pet Food will actively promote the campaign across social media as well as engaging directly with vets and the wider pet industry itself as well as through its network of over 100 members.
The campaign materials include 15 vet-led videos and engaging digital animations, created to help simplify complex nutrition topics. UK Pet Food has worked with Cat Henstridge, also known as Cat the Vet, on the videos, which will be hosted on UK Pet Food’s website and Cat’s social media channels.
Nicole Paley, deputy CEO of UK Pet Food, said: “Recent research (Kantar / Soulor Consulting) highlights that, while 70% of pet owners believe commercially prepared pet food is superior to a homemade diet, 62% admit they don’t read or fully understand feeding guidelines. Additionally, 70% don’t understand what by-products are, with 22% finding the term off-putting.
“Our new ‘Love Them Madly, Feed Them Wisely’ campaign seeks to close these knowledge gaps by providing clear, accessible information that builds confidence in pet food choices.”
Access the new materials here.
