UK Pet Food has unveiled a new communications campaign, ‘Love Them Madly, Feed Them Wisely’, aimed at empowering pet owners to make well-informed choices about pet nutrition and to support vets and pet care professionals in their conversations with owners about nutrition.
The new initiative focuses on introducing more accessible, plain-speaking language into pet nutrition. It aims to remove the complexity around scientific terminology that can often be a barrier to people’s understanding of the best nutrition choices for their pets.
Designed to solidify UK Pet Food’s role as a trusted source in pet nutrition, the campaign introduces a suite of valuable resources, including an updated website, comprehensive factsheets and bespoke training materials for vets and professionals working across the pet food industry.
“Pets are family, and one of the best ways to show our love is by providing them with the right care and nutrition. Getting their diet right from the start helps set them up for long, healthy lives,” says Nicole Paley, Deputy CEO of UK Pet Food.
“Recent research highlights* that while 70% of pet owners believe commercially prepared pet food is superior to a homemade diet, 62% admit they don’t read or fully understand feeding guidelines. Additionally, 70% don’t understand what by-products are, with 22% finding the term ‘off-putting.’ Our new ‘Love Them Madly, Feed Them Wisely’ campaign seeks to close these knowledge gaps by providing clear, accessible information that builds confidence in pet food choices.”
Factsheets are available on a wide range of topics, including new guides, such as ‘The Benefits of Prepared Pet Food,’ ‘Understanding Pet Food Labelling,’ and ‘Understanding Feeding Guidelines.’
UK Pet Food has also updated key factsheets on topics like ‘Additives in Pet Food’ and ‘Explaining Animal By-Products,’ making it easier than ever for owners and those in the pet industry to find reliable, impartial information.
In the coming months, UK Pet Food will actively promote the campaign across social media as well as engaging directly with vets and the wider pet industry itself as well as through its network of over 100 members.
The campaign materials include 15 vet-led videos and engaging digital animations, created to help simplify complex nutrition topics.
UK Pet Food has worked with Cat Henstridge, also known as Cat the Vet, on the videos, which will be hosted on UK Pet Food’s website and Cat’s social media channels. Cat uses her expertise to help make essential topics like labelling, derivatives, and by-products more accessible and understandable for everyone in the free-to-access videos, which are 1-2 mins long.
Get involved with the ‘Love Them Madly, Feed Them Wisely’ Campaign:
*Ref: A Kantar / Soulor Consulting online survey with a subgroup of 2558 households asked about pet ownership and feeding habits, March 2024.
