FRANKLIN, TENN. — Mars Petcare’s brand NUTRO™ detailed a new visual identity and campaign to connect with the next generation of pet parents, highlighting its commitment to using natural ingredients that support pet health and wellness.

According to NUTRO, the next generation of pet parents is becoming increasingly interested in feeding their companions high-quality ingredients from trusted sources.

“The world of pet care has changed dramatically as consumers become more attuned to the connection between quality food and wellbeing,” said Jean-Paul Jansen, vice president of marketing at Mars Petcare North America. “And for NUTRO, pet health and wellbeing has been in our nature for nearly 100 years, and this evolution of the NUTRO brand modernizes and evolves our connection to a new generation of pet parents.”

NUTRO’s new visual identity includes a new logo, typeface and brand colors to help reflect its mission of utilizing natural, high-quality ingredients. It also includes new iconography, nature-inspired graphics and patterns, photography and more. The brand’s new design system was developed in partnership with creative agency Jones Knowles Ritchie and will extend across the brand’s retail and digital footprints.

Alongside its new visual identity, NUTRO also launched its first new campaign in three years, called “Let’s Grow Healthy Pets.” The ad campaign began Jan. 15 and will run for the remainder of 2023. Developed in partnership with advertising agency BBDO, the campaign includes TV commercials, short social media videos, and images that will be carried throughout the brand’s print, social and digital channels.

The “Let’s Grow Healthy Pets” campaign will focus on the idea of fostering pet health, spotlighting foods that offer functional benefits.

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