Petfood Industry - March 2018 - 52
52 | www.PetfoodIndustry.com
➥WHY MORE PET FOOD BRANDS ARE PARTNERING WITH CELEBRITIES
right nutrition can make their own
pets look and feel better," said Landa.
"They do it because they believe in
our brand and our mission - and the
benefit to us is an authentic partnership that is more organic in nature."
Another brand partnering with
Olympic athletes is Milk-Bone, a pet
treat brand manufactured by J.M.
Smucker Company. In January 2018,
the partnership officially kicked off
with Team USA through its "Dogs
Inspire Me" campaign, which aims
to give an inside look at the role
dogs play in supporting the Olympic
dreams of their owners. The series
highlights four US athletes and
their dogs: cross-country skier Jessie
Diggins and her dog Leo, snowboarder Hailey Langland and her
dog Denver, and ice dancers Maia
and Alex Shibutani and their dogs
Lily and Po.
"Everything is a performance
factor for an athlete, and there's
hardly any bigger factor than being
happy," said Sean McCann, US
Olympic Committee sports psychologist, in a press release promoting
the Milk-Bone/Team USA partnership. "Directing attention to a
companion gives an athlete a greater
sense of purpose and makes a big
difference with happiness. Dogs are
funny, they make us laugh, and all
these things are good for an athlete."
Beyond pet food:
Partnerships for animal
In January 2018, US football
player Cleveland Browns Defensive
Lineman Danny Shelton was named
Petplan's 2018 Pet Parent of the Year.
Shelton, an animal health advocate,
won the title through his public advocacy of pet health, hands-on work in
the community and commitment to
expert for over
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Country singer Miranda Lambert
started her own nonproﬁt
organization geared toward
promoting pet adoption and
improving the lives of shelter
Photo by Becky Fluke
providing relief aid to pets affected by
Hurricanes Harvey and Irma.
"Danny Shelton is not only a
role model on the field, he's a model
pet parent to boot," said Natasha
Ashton, co-founder and co-CEO
of Petplan, in Petplan's official
announcement. "One peek at his
Instagram account makes his love for
his dogs and commitment to their
well-being apparent. But beyond
treating his own pets like gold,
Danny has gone above and beyond
in helping other pets live better, too."
Shelton's involvement in pet
advocacy isn't unique; many athletes
and celebrities have used their public
influence to give shelter animals and
animal-related charity organizations
a voice that stands out in the crowd.
Some even create their own chariMarch 2018