Dog food ads have claimed many things over the years, but A new campaign from Eukanuba makes a rather bold implied claim: Its kibble can help dogs live longer.
The Mars Petcare brand is breaking a TV, print and digital campaign from DDB, New York, to tout results of a 10-year "Long Life Study" with dozens of Labrador retrievers who were fed Eukanuba and given "proper care" over that span. The study found 90% of the dogs lived beyond the typical 12-year lifespan of the breed, with 28% living longer than 15 years. Ads feature four of those dogs – Utah and Iowa at 17, Bunny and Clown at 16.
The study was begun while Eukanuba was still owned by Procter & Gamble Co. before its acquisition along with Iams and other smaller brands by Mars a year ago.
The "proper care" portion of the study included regular veterinary care, plenty of human and dog interaction and play, said Eukanuba Brand Director Javi Neves.