Purina PRO PLAN, part of Nestlé Purina PetCare Europe, has unveiled an exciting Europe-wide campaign starring a squad of elite tennis players and their beloved pets.

The campaign brings together Andy Murray and his adorable puppy Bonnie, Jasmine Paolini with her dog Cesare, Çağla Büyükakçay and her cat Izo along with powerhouse couple Gaël Monfils and Elina Svitolina and their dog Wizz, to help inspire cat and dog owners to care for their pets like a PRO.

Consumer insight reveals that today’s pet owners often feel overwhelmed by advice about pet nutrition and wellbeing, creating pressure to ‘get it right’. This campaign was inspired by that insight, delivering a clear and reassuring message: ‘You don’t need to be a professional to feed your pet like a PRO’. PRO PLAN offers science-led nutrition developed by Purina’s vets and experts to help alleviate the pressure pet parents feel, allowing them to focus on the joy of pet ownership.

The high-energy TV advert, part of a Europe-wide campaign, will debut across Europe from 6 October, spotlighting the tennis champions’ lives beyond the court and revealing a more personal side as they play and care for their four-legged friends, all while putting premium pet nutrition centre stage.

Launching in key markets including France, Italy, Turkey, United Kingdom, and Ukraine, the campaign will run for up to 10 weeks, with duration varying by market, and will target audiences across these regions to drive widespread awareness and engagement.  

Part of a 360 campaign, the advert will roll out across TV, out of home, digital, social and shopper channels in multiple formats, targeting pet lovers and sport enthusiasts alike. The campaign brings the world of elite tennis and pet care together, using tennis to reinforce PRO PLAN®’s high-quality nutrition messaging while leveraging the athletes’ credibility in nutrition and performance to build a strong narrative for Purina PRO PLAN.

These integrated initiatives, supported by a comprehensive PR programme, underline PRO PLAN’s significant investment in connecting with athletes, tennis fans, and pet owners. Through consumer research, talent meet-and-greets, engaging fan zone activations, and interactive experiences, the campaign brings to life the importance of professional-level nutrition for peak pet wellbeing, positioning PRO PLAN® as an authority in the space.

The initiative marks a significant investment in brand storytelling across Europe, showcasing the winning match between athletic excellence and high-quality pet nutrition. By aligning the drive for peak performance shared by both athletes and their pets, PRO PLAN cements its position as a referent in high-quality pet nutrition, bringing energy, expertise, and inspiration to pet owners across Europe.

Elisa Riboldi, Head of Marketing, Purina Europe, said: “Pet owners want the best for their pets, but they often feel overwhelmed by advice about nutrition and wellbeing. Professional athletes, who understand the importance of health and nutrition to performance, approach caring for their own pets with the same level of focus and dedication. By showcasing how even elite athletes rely on PRO PLAN for their pets’ nutrition, we’re making premium pet care more approachable and inspiring for pet owners. 

Shannon Robinson, PRO PLAN Marketing Manager Europe, said: “At Purina, we believe creativity is the key to delivering delight and forging meaningful connections with pet lovers. This campaign raises the bar on creative ambition, blending the worlds of elite tennis and high-quality pet nutrition to create storytelling that captivates and inspires. It’s a bold and distinctive brand moment that reflects our commitment to fewer, bigger, and better ideas. We’re proud to have partnered with an exceptional team – including AFG Europe, DSM, Craft, La Cosa, InDomo, and OpenMind along with our Purina Europe Content Studios and GoGlobal powered by Prodigious – to bring this vision to life.”  

 Stella Demesticha, Head of Vet & PRO PLAN Business Unit Europe, said: “More than just an advert, this campaign reflects our ambition to make Purina PRO PLAN® the leader in high-quality, science-led pet nutrition. By connecting pet owners in novel and engaging ways, we aim to inspire them to prioritise their pets’ wellbeing with confidence and clarity. This campaign redefines what it means to care like a PRO, offering a fresh perspective in an often-overwhelming space.”

The launch of the new TVCs represents the latest milestone in PRO PLAN’s ongoing campaign, which began with the announcement of a multi-year partnership with the ATP Tour. The partnership delivers year-round visibility across ATP’s social, editorial, and digital channels, alongside presence at the major European tournaments include the Barcelona Open, Swiss Indoor Basel, and Nitto ATP Finals. The talent-led TV advert marks the next phase of the campaign, reinforcing the brand’s ambition to connect pet nutrition with sports performance and to inspire dog and cat owners to care for their pet like a PRO.

Andy Murray, said: “As an athlete, I understand the importance of performance-driven nutrition, and it’s no different when it comes to our pets. Working with Purina PRO PLAN on this campaign made perfect sense – it reflects my own belief in high standards, routine, and care. This has been a great opportunity to show how the principles that guide us on the court can also shape how we care for our pets.”

To discover more about the science behind PRO PLAN and explore the range, visit www.purina.co.uk/brands/pro-plan/feed-your-pet-like-a-pro.