Merrick Pet Care Creates New Ad Campaign



Merrick Pet Care, Inc.’s new campaign, “Dogs are in Charge,” recognizes the special ways that pet parents show their love for their pets.


“We love our dogs so much that we let them take control of our bed, the couch and our lives,” said Barbara Liss, vice president of marketing for Merrick Pet Care. “Our new campaign aims to raise awareness for the Merrick brand and connect with pet parents around the relatable truth that dogs reign supreme.”


The campaign, which was developed by The Escape Pod, features relatable, real-life examples to illustrate how dogs are truly in charge. The launch video features user-generated videos and content where dogs are unapologetically laying claim to their domain.


The Dogs are in Charge campaign will be supported with radio, online video, digital banner ads and social channels.


A recent survey of more than 1,000 pet parents (defined as dog owners), which was commissioned by Merrick and conducted online by The Harris Poll, found:


• A majority of dog owners say they have bought their dogs holiday gifts (62 percent) and celebrate their birthdays (54 percent).

• Nearly seven out of 10 pet parents admit that their dog is their favorite member of the household (69 percent). And, in households with kids and spouses, this admission still holds true: the majority of pet parents with children under 18 that are married agree that their dog is their favorite member of the household (both at 61 percent).

• More than six out of 10 of millennial (ages 18-34) dog owners (62 percent) say they make decisions about social plans based on their dog’s schedule.

• About four out of 10 pet parents have taken their dog on vacation (43 percent) and spend more money on stuff for their dog than for themselves (40 percent).

• More than three out of four unmarried dog owners (77 percent) let their dog on the furniture in their home.

• One out of four pet parents (25 percent) have bought a car or home with their dog in mind.

• The majority of millennial (ages 18-34) pet parents, which is the largest subset of dog owners, think their dog eats higher-quality food than they do (55 percent).

• Nearly one out of five pet parents (17 percent) have carried their dog or pushed it in a stroller, even when it could have walked on its own.


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