NPD AND MEDIA
THIS WEEK DREAMIES SMIRNOFF BERRY BURST RITTER SPORT JACOB’S MINI CHEDDARS M*LK BELIEVE
PICKS OF THE WEEK – DREAMIES
DREAMIES CELEBRATES PRIDE WITH LGBT FOUNDATION PARTNERSHIP Mars Petcare is supporting the partnership with in-store activation.
Mars Petcare-owned Dreamies has marked Pride
community with a source of vital care and sup-
month by supporting the LGBT Foundation for
port to help protect the mental health of those
the second year in a row.
struggling.
The partnership sees the pet brand feature
“Our independent research reveals that
the charity’s helpline number on seven million
the LGBTQ+ community feel their pets can
packs during Pride month, as well as the LGBT
support them, with 61% of LGBTQ+ adults
Foundation logo and
believing that
iconic Pride rainbow.
cuddling a pet
Mars
Petcare
would
help
is also supporting
them manage
the partnership with
and mitigate
in-store activation,
some mental
including in and out of
health chal-
aisle displays, as well
lenges.”
as digital advertising and PR activity. Last year, with the
According to the research, 78% of LGBTQ+
additional support from
adults
Dreamies, the LGBT
experienced
Foundation had a 32%
feelings of anx-
have
increase in the total num-
iety, with 69%
ber of emails and phone
admitting that this
calls received by its help-
left them feeling
line during the campaign,
lonely. The exclu-
versus the same period
sive research
in 2019.
also revealed
Kay Brown, European
that 52% of
Brand Director at Mars
LGBTQ+ adults
Petcare, commented: “We
said that talking
are proud to be continu-
openly to their
ing our partnership with
pet without fear
LGBT Foundation for a
of judgement
second year running.
would
Together, we hope to
their mental
provide the LGBTQ+
health.
16 I SLRMAG.CO.UK / ISSUE 110/ WEDNESDAY 22ND JUNE 2022
help
