AMARILLO, TEXAS and EVANSTON, ILL. — Merrick Pet Care announced March 3 it is launching the company’s largest marketing campaign to-date, centered around the theme that “all dog foods are not the same,” extending that mindset to its cat food and dental treat products as well.

“We all want the best food possible for our pets, but there are so many options when it comes to feeding time,” said Barbara Liss, vice president of marketing for Merrick Pet Care. “With this new campaign, we hope to continue to educate pet parents about why our food is different and, in turn, bring more dogs and cats into the Merrick family.”

The campaign launched the first week of March with a focus on its dog products. Merrick has created advertising spots for television and online, as well as paid social posts, digital advertising, on-shelf advertising and more to get the word out.

Short videos and ad spots will demonstrate key attributes for Merrick’s dry dog food products, including more protein, glucosamine and chondroitin — nutrients that support joint health and mobility — as well as the high-quality meat, vegetable and fruit ingredients that go into the brand’s formulations.

Cat-focused advertising will be pushed out in early April, marking the first time Merrick has explicitly advertised its premium cat food products in nearly eight years. The campaign will also include digital advertising for its dental treats for dogs, highlighting Merrick Fresh Kisses’ unique double-brush design, all-natural ingredients and flavors.

“We often consider ourselves the ‘underdog’ when it comes to advertising spending in the pet food category but believe this new campaign will help set us apart from the competition,” Liss added.

The company is also partnering with social media influencers to pass on its campaign message.

Chicago-based The Escape Pod created these campaigns for Merrick, which represents the pet food and treat company’s biggest advertising spend to-date. The company is spending more than double its total advertising budget for 2020.

Read more news from pet food manufacturers.