(PRESS RELEASE) FRANKLIN, TN – Pet parents today are more conscious than ever of what they feed their pets, because what we eat affects how we and our beloved pets feel and live. For Nutro pet food, part of the Mars family of brands, pet health and wellbeing has been in its nature for nearly a century. Now, Nutro is evolving its entire brand experience to connect the next generation of pet parents with its roots of supporting pet health and nutrition. Featuring a new creative campaign and visual identity, Nutro has evolved its entire experience for 2023 to spotlight the brand’s commitment to using natural ingredients from trusted sources to make food that supports the whole-body health and wellbeing of our pets.
Health and wellbeing start with what we eat, and the new Nutro evolution brings to life the source of great, high-quality ingredients: trusted farmers and suppliers and a commitment to nature. Whether that’s chicken or chickpeas, barley or beef, Nutro is in the business crafting pet food that helps grow healthy pets, and the latest creative and brand experience celebrates this heritage and philosophy.
“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 marketing, 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.”
New Creative Campaign: ‘Let’s Grow Healthy Pets’
Beginning Jan. 15 and continuing throughout 2023, Nutro is launching its first new brand campaign in three years, “Let’s Grow Healthy Pets.” Developed in partnership with BBDO, the campaign features a :30 second spot, as well as :15 second videos, short-form social videos, and a variety of campaign images brought to life in print, digital, and social.
The introduction of the campaign speaks more broadly to the idea of “growing” healthy pets, and later this year, the campaign will continue to spotlight how Nutro foods fuel the wellbeing and health of pets, such as healthy skin and coat and more.
This new creative campaign features a dream-like take on an average day on a farm, but with a playful, canine twist. The fantasy of “growing” pets from vegetables and grains are shown in a fun, farm-inspired environment and was created with a mix of practically filmed elements and visual effects, not to mention a lot of happy and well-trained dogs and their handlers.
New Brand Experience & Visual Identity
As part of the brand’s evolution for the modern pet parent, Nutro is introducing a distinctive, contemporary new brand identity and design featuring a simplified logo, custom typeface and evolved colors that reflect the brand’s overall mission to harness the power of nature and to help grow healthy pets. Developed in partnership with Jones Knowles Ritchie, the new Nutro design system brings to life the natural vitality and health of our beloved pets, with authentically real and recognizable visuals and design cues that reinforce the Nutro connection to its natural roots and quality ingredients.
New design elements include an evolved and simplified logo, new color palette reflecting nature, bespoke font echoing the Nutro personality and energy, emotive and functional new iconography, nature-inspired graphics and patterns, and new photography that showcases health, active pets alongside delicious ingredients and vibrant farms. These elements will extend across the brand’s retail and digital experiences and ecosystem.
The Nutro commitment and connection to quality, farm-grown ingredients is brought to life in this new evolution of the brand experience and creative – reflecting the significance Nutro places on trusted sourcing. The new generation of pet parents has high expectations for brands to nourish their pets and connect to their values through high-quality, ingredients that Nutro has been committed to for nearly 100 years.
Visit Nutro.com to learn more.
About the Nutro Brand
The Nutro brand is a leading brand of natural pet food products sold at pet specialty stores, food and drug retailers, and online. The brand offers recipes that are simple, purposeful, and trustworthy – made of real, recognizable ingredients. For more information, please visit www.Nutro.com.
About Mars Petcare
Part of Mars, Incorporated, a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love, the 85,000 Associates across 50+ countries in Mars Petcare are dedicated to one purpose: A BETTER WORLD FOR PETS. With 85 years of experience, our portfolio of almost 50 brands serves the health and nutrition needs of the world’s pets – including brands PEDIGREE, WHISKAS, ROYAL CANIN, Nutro, GREENIES, SHEBA, CESAR, IAMS and EUKANUBA as well as the Waltham Petcare Science Institute which has advanced research in the nutrition and health of pets for over 50 years. Mars Petcare is also a leading veterinary health provider through an international network of over 2,000 pet hospitals and diagnostic services including BANFIELD, BLUEPEARL, VCA, Linnaeus, AniCura and Antech. We’re also active in innovation and technology for pets, with WISDOM PANEL genetic health screening and DNA testing for dogs, the WHISTLE GPS dog tracker, and LEAP VENTURE STUDIO accelerator and COMPANION FUND programs that drive innovation and disruption in the pet care industry. As a family business and guided by our principles, we are privileged with the flexibility to fight for what we believe in – and we choose to fight for: A BETTER WORLD FOR PETS.