Rachael Ray's pet food line Nutrish has unleashed a TV spot featuring dogs and a cat making a mess in the celebrity cook's test kitchen.
The spot, created by Atlanta-based agency Moxie, will air for 19 weeks and marks the beginning of Nutrish's biggest campaign to date. Nutrish's advertising budget is set to double this year, according to the company. Brand sales are up 48% from the same period a year ago, and the brand expects to reach $300 million in retail sales by January 2016.
"This is our first full out national TV campaign. There's still a lot of opportunity for us. … There's a decent part of the population who's not aware of the brand," said Steve Joyce, VP-marketing for Ainsworth Pet Nutrition. Ms. Ray partnered with Ainsworth to create the line of pet food in 2008.
Part of Nutrish's strategy is to convince customers to switch brands -- an emotional decision, according to Mr. Joyce. Nutrish has a charitable aspect -- Ms. Ray donates her proceeds to animal charities and shelters -- and that is often is a factor in convincing consumers to try the brand. Since the brand launched, Ms. Ray has donated more than $9 million.
"The fact that she donates her personal proceeds, people who know her, it resonates," Mr. Joyce said. "People trust her, and they know how much she loves her dog."
The campaign will feature a custom flip cover for Every Day with Rachael Ray, which will be guest edited by Ms. Ray's dog, Isaboo. Readers can expect "litter-ature," a list of pet-friendly inns and dog friendly recipes in the May issue of the magazine. Additionally, Every Day with Rachael Ray followers on Instagram, Twitter and Facebook can expect a 'takeover' by Isaboo around Mother's Day.