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A giant, two-story-tall dog balloon got stuck between buildings en route to the Chicago Thanksgiving Parade this week, stopping passersby in their tracks.
However, despite appearances, this larger-than-life balloon got stuck on purpose – and isn’t an official entry to Chicago’s parade. Mars Inc.’s Iams pet food brand created the stunt to highlight the importance of ensuring pets maintain a healthy weight.
According to a 2022 Pet Obesity Prevalence Survey, 59% of U.S. dogs are overweight, but most dog parents don’t realize it.
Iams and agency adam&eveDDB are drawing attention to this issue during the busy holiday season, when “the health and wellbeing of family and loved ones is top of mind, and this often includes our pets,” Jean-Paul Jansen, chief marketing officer of Mars Pet Nutrition North America, told ADWEEK.
Iams and the agency modeled their dog balloon after Waylon, a real dog who was eight pounds overweight but has become fitter and more energetic through use of Iams’ Healthy Weight Dog Hub and its healthy weight formula dry dog food.
The parade stunt included onsite QR codes that directed consumers to Iams’ dog hub, where they can assess their pet’s body condition, calculate appropriate food serving sizes, and get tips for exercising together. The page also promotes the Petconnect by Iams service, which offers advice from veterinary technicians and nutrition advisors.
“It’s one of the most pressing issues in pet health and we knew we needed a big, bold approach to capture its deserved attention and serve as a catalyst for change,” Jansen said. “Through Waylon’s heartwarming story, we aim to inspire pet parents across the country to act.”
Iams isn’t the first brand to spotlight pet health during the holiday season. VMLY&R’s Red Fuse Communications created an animated spot for Hill’s Pet Nutrition warning against overfeeding that aired during the 2020 Macy’s Thanksgiving Day Broadcast on NBC. And in 2022, The Farmer’s Dog used a New Year’s resolution-themed campaign to encourage building healthy habits with your pup.
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