“At IAMS we believe every pet and every owner deserves the very best nutrition at an affordable price; So Good! is a fantastic food dogs will love and their pet parents will love the lower cost too,” says Kristine Decker, marketing director for IAMS North America. “We want to give dog owners the facts about what ingredients are in some of the other leading brands so they can decide if they want added sugar, dyes or artificial preservatives in their dog’s bowl.”
To help launch So Good! and start a conversation among pet owners, IAMS is launching a national campaign asking dog owners, “What’s Really in Your Bowl?” In order to help consumers find out what’s really in the food they’re currently feeding their dogs, IAMS created www.WhatsReallyInYourBowl.com.
Additionally, a new IAMS television ad recently launched. Developed by Saatchi & Saatchi, the new commercial called ‘Real Love’ features Harvey, a Beagle/Corgi blend, and his actual owner Hannah. IAMS is all about celebrating the unconditional love between people and their pets, so the spot highlights the special bonding moment when it is meal time. When the ad team talked with Hannah during the TV shoot about the ways Harvey showed his love when it came to his food, she said he likes to spin; that authentic behavior is featured in the final spot.
The new IAMS So Good! campaign will also include print, digital, PR and social media activities. Dog owners can show their love by feeding So Good! to their best friend – a tasty food that includes protein-packed chicken, veggies, fruit and crunchy kibbles. The newest food from IAMS can be found in the pet food aisles at mass retailers, grocery and pet specialty stores for a suggested price of $9.99 for a 6.3-pound bag, $14.49 for a 13.5-pound bag and $22.49 for a 2-pound bag.
Product varieties include Irresistible Chicken Flavor, Veggies & Fruit, Protein-Packed Chicken and Crunchy Kibbles.