Mars Petcare | Company Profile, Marketing Contacts, Media Spend, Brands
Mars Pet Care is a leading manufacturer of pet food in the United States. Mars manufactures store and national brand pet food for hundreds of brands. The company is headquartered in Franklin, TN.
|Main Telephone||(615) 807-4626|
|Main Fax||(615) 372-1162|
Mars Petcare ContactsContacts (5/41)
|Doug K.||Vice President, Strategy & Growth||TN|
Sample of Associated Brands
|Dan J.||Marketing Director||TN|
|Mindy B.||Director, Marketing||TN|
|Brad L.||Director, Marketing||TN|
|Lisa C.||Director, Public Relations & Marketing Communications||TN|
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TV, Digital Opps: Pedigree launches new campaign to drive digital, social media engagement
Subject: TV, digital, social media, video
Brand: Mars Petcare.
Opportunity: Recently launched its newest campaign titled “Hearts Aligned,” in which it sponsors a research project demonstrating how dogs’ and owners’ heart rhythms align when they’re together. Pedigree tasked Australia-based Clemenger BBDO to create a video detailing the project, and is now promoting the video through social media. The dog food brand also agreed to donate $1 to PetRescue every time the video is shared on Facebook with the hashtag #HeartsAligned.
The new campaign aired for the first time in the US last week and already has almost 700,000 views. Although the brand has historically been a big TV ad spender, it looks like social media and digital are becoming a bigger focus. The new ad is successfully driving its social media reach, and the brand is allocating more money towards digital, having run more digital ads this year than all of last year. Keep in mind that even though Pedigree is shifting efforts to digital, its national TV spend has increased significantly since last year.
Therefore, sellers should look to secure traditional and digital ad revenue, including social, tied to Q3. Focus your pitch around high ROI female household decision maker engagement strategies.
Digital Breakdown: Moat reports that so far this year, Pedigree has run 70 standard display, 91 high impact and 23 video ads on 1,887 publishers (3% mobile), with 23% placed site direct versus programmatic. Top ad destinations include animalplanet.com, discovery.com, neopets.com, hgtv.com, elle.com, parents.com, buzzlie.com and tlc.com.
In comparison, for all of 2015 the brand ran 57 standard display, 91 high impact and 11 video ads on 831 publishers (18% mobile), of these 30% were placed site direct.
315 Cool Springs Boulevard
Franklin, TN 37067
Director of Public Relations & Marketing Communications, Mars Petcare
Marketing Director, Pedigree and Iams