Dogs Encouraged To Go Vegan In New Ad Campaign

white dog with vegetable in its mouth

THE PACK, a plant-based dog food brand, just launched what might be the first marketing campaign of its sort.

Throughout London, phone boxes are covered with slogans encouraging vegan meals for dogs as part of a month-long campaign.

THE PACK made sure that all of its commercials were dog-friendly in order to reach the widest possible audience. The adverts are divided in half, with the bottom piece targeting pets specifically. It reads,  “Hey, doggies!  You know you’re an omnivore, right?!” and offers a “sample sniff” to dogs passing by.

While the upper portion tells owners that “a plant-based diet isn’t just for you.”

The advertisements are positioned in a strategic manner. In Barnes, Chalk Farm, Chelsea, Hackney, Hampstead Heath, and Islington, they may be found in dog-friendly areas and close to parks.

To bring the concept to reality, THE PACK teamed together with B-Corp-certified creative agency Library.

“Taking a dog-first approach to the campaign, phone boxes were the right dog and human height advertising solution to produce a targeted campaign with street level effect…  The distinctive PACK pup images, along with vivid colors and humorous writing, ask both people and canines in a fun and engaging way about their plant-based options,” stated Andrew Ward, Library’s founder and creative director.

Can Dogs Eat a Vegan Diet?

Plant-based meals for dogs have long been a divisive subject, owing to the commonly held idea that all dogs are carnivores (as THE PACK’s ad points out, domestic dogs are really omnivores).

Furthermore, a growing body of evidence suggests that dogs fed a diet devoid of animal protein can enjoy a variety of health benefits. This includes fewer fleas, ticks, and allergy issues, as well as decreased chances of cancer and infections.

In addition, dogs on a vegan diet showed evidence of arthritis and diabetic remission.

Sustainable Dog Food

People are increasingly replacing their dogs’ diets with vegan alternatives because of environmental concerns. This is because animal husbandry contributes significantly to greenhouse gas emissions, deforestation, pollution, and ocean dead zones.

“We’re on a mission to encourage pet parents to start thinking of the climate crisis when making purchasing decisions for their dogs and it starts with what we plate up ourselves and our pups. We are all living through an ecological crisis and a seismic shift in the pet-food industry can make a positive contribution to tackling the climate crisis.” stated Co-founder of THE PACK, Damien Clarkson. 

“We launched our vegan dog food range to help humans and dogs alike to leave smaller carbon pawprints on the planet. We know consumers are applying environmental and healthy diet principles to their pets, THE PACK is here to help them along the way… As thousands sign up to Veganuary this month, we want to turn heads and get tails wagging across London with our latest campaign and let people know that eating a plant-based diet isn’t just for them, it’s for dogs too.” said Co-founder Judy Nadel. 

The advertising campaign for THE PACK started on January 20 and will last for one month.

Source: “New Ad Campaign Aimed At Pets Encourages Dogs To Go Vegan” by Plant Based News


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