Pet health vs. climate health
Jiminy’s also found that highlighting health benefits resonates with pet owners. That was reflected in the Adweek-Morning Consult survey: 62% of respondents who switched pet food in the last year did so because of the pet’s health.
The Farmer’s Dog, a fresh, “human-grade” subscription-based dog food company that’s made its marketing all about dog health and longevity, even topped the USA Today Ad Meter this year with the emotional 60-second Super Bowl spot, “Forever.” The Farmer’s Dog declined to answer Adweek’s questions about its product’s climate impact.
“We have two types of consumers: The one that is looking for sustainable solutions for their entire family, which includes their furbabies,” Carlson said. The second type is “absolutely about the nutrition.”
