The Beneful pet food brand is to receive a boost with the release of a new advertising campaign that features the employees of the company explaining why they have such pride in their work and products produced. The ‘I Stand behind Beneful’ campaign debuted as a full page advertisement in The New York Times and will be followed by a national TV campaign, which features the employees of the Nestle Purina owned brand explaining why they feed the product to their dogs.
The slogan ‘I Stand Behind Beneful’ was first used after a series of untrue and unproven claims were made against the Beneful brand, PR Newswire reports. Beneful employees used the slogan as a rallying cry, which was followed by senior management figures deciding the slogan was so effective it should be used as a marketing campaign. The TV segments will feature various employees explaining why they feed Beneful products to their own dogs and would not feed them any other product. The unfounded allegations against Beneful have been thrown out of court and the brand stands behind the fact it has never been the subject of a recall despite more than 1.5 billion meals being served to dogs in 2014 alone. The Beneful brand is at pains to express the fact that their employees are also pet owners and care for the animals they create the branded meals for each and every day.