Vv, United Kingdom (PressExposure) November 10, 2008 -- This week Iams, the premium pet food manufacturer, relaunches their dry food with a marketing campaign which seeks to educate consumers on the health and cost benefits of dry pet food in comparison to wet pouches. The new 4-1 campaign will be supported by a TV advert which hit screens on 1 September 2008, introducing the new face of Iams â Lazzyruss the cat.
The 4-1 campaign is based on research carried out by Iams which revealed that 55 grammes of Iams dry food is the nutritional equivalent of up to four wet pouches a day1. The research findings will be communicated via Lazzyruss in the new TV advert with the distinctive tones of British comedy actor Leslie Phillips acting as the voice of Lazzyruss.
The decision to bring a face to the brand is a new strategy for Iams UK. Sophie Holdcroft UK and Ireland Business Leader for Iams comments: âIams is pleased to introduce Lazzyruss, the new 'face' for our brand, who personifies our brand values. Cat owners can relate to a healthy, beautiful, well-loved animal similar to how they care and relate to their own pet. IAMS know and love cats and the face of IAMS represents all of the science, research, nutrition and care that goes into every product and every bag.â
The TV advertisement has proved enormously successful in testing, not only raising awareness of the science and nutritional expertise of the Iams UK brand but also helping consumers to emotionally connect with Iams. Lazzyruss was well received as an informative yet amusing way of communicating the key product attributes being gram for gram, Iams has more high quality nutrition (versus wet food) plus encouraging owners to always read the label.
To support the new TV adverts, Iams is also investing in a PR campaign and has enlisted the expertise of leading cat behaviourist Vicky Halls to support the campaign. Vicky will add credibility to the campaign through her expert guidance on all aspects of cat welfare.