PITTSBURGH, June 23, 2016 /PRNewswire/ — Ainsworth Pet Nutrition, manufacturer of the Rachael Ray™ Nutrish® line of pet food, announced today that it has partnered with BuzzFeed, the cross-platform, global network for news and entertainment, to produce three co-branded videos and three sponsored posts. The content celebrates cat culture – the culmination of all things feline – as well as cat rescue and adoption. The companies’ partnership also includes a co-branded presence at CatConLA, a convention and symposium that brings the internet obsession with cats to life, occurring June 25 and 26 at The Reef in Los Angeles.
The BuzzFeed content series, sponsored by Rachael Ray Nutrish Super Premium Food for Cats, focuses on the relationships between cats and their humans in a creative, fun and relatable way. The first video, entitled ‘People Who Hate Cats Live with Cats for a Week,’ followed three cats into the homes of self-proclaimed cat haters for one week and chronicled their experiences. Following the project, the cats unanimously won over their respective people, and all three were permanently adopted by either their human counterparts or members of the crew. The video premiered on June 1, and in three weeks has generated more than 6.5 million views on Facebook and YouTube.
Launched in January 2014, Rachael Ray Nutrish for Cats is a complete line of super premium dry and wet cat food inspired by recipes from the kitchen of TV personality and celebrity cook, Rachael Ray. Every Nutrish wet and dry cat food formula is made with wholesome ingredients like real chicken or fish, and never includes any ground corn, wheat, soy, poultry by-product meal, artificial flavors, or artificial preservatives.
“When we launched Nutrish for Cats in 2014, we knew we needed to prove to cat parents that we understand the unique nutritional needs and finicky food preferences of their cats, as well as the fun and quirky nature of cat culture,” said Steve Joyce, Vice President of Marketing for Ainsworth Pet Nutrition. “BuzzFeed does such a fantastic job creating original content that cat parents can relate to, and we’re excited to be a part of it.”
“At BuzzFeed, we’re known for our best-in-class content,” said Brant McLean, SVP, Brand Strategy, Central at BuzzFeed. “Rachael Ray Nutrish joined forces with BuzzFeed to leverage our expertise in social storytelling and activate opportunities for shareable moments both online and in real life.”
In addition to the content series, Nutrish and BuzzFeed will also have a co-branded presence at CatConLA. Visitors to their booth will have the opportunity to take home a custom “Caticature,” or a caricature of themselves melded with their cat, created on the spot by a caricature artist. Members of BuzzFeed’s ad team will photograph the caticatures, as well as the humans and felines they represent, for a custom co-braned post entitled, “This is What Cat Parents Would Look Like if They Were Cats,” which will be published in July. Visitors to the booth will also have the opportunity to create and share playful animations of their own photos in a custom GIF booth.
The second co-branded video entitled, ‘Signs You’re a Cat Lady’ will premiere in July, and a third video entitled, ‘People Decide to Get a Cat,’ will focus on cat rescue.
Within the last 52 weeks, retail sales of Nutrish wet and dry food varieties for cats have climbed to nearly $35 million, and the brand can be found in grocery and mass merchandisers nationwide.
Founded in 1933, Ainsworth Pet Nutrition is a fifth generation, primarily family-owned and operated company headquartered in Western Pennsylvania and focused entirely on pets. With a goal of changing the way consumers shop for Super Premium pet food, Ainsworth’s mantra is “Pet Store Quality. Supermarket Easy.” They achieve this promise by providing consumers with the high-quality pet food where they currently shop for the rest of their families. The company makes multiple brands and types of dog and cat food, including the Rachael Ray™ Nutrish® line, as well as Super Premium retailer specific brands. Ainsworth Pet Nutrition is committed to food safety and prepares all of its dry pet food in the United States using high-quality, natural ingredients with added vitamins and minerals. To learn more, visit www.ainsworthpets.com.
About Rachael’s Rescue® and Nutrish®
In 2008, Rachael Ray partnered with pet nutrition experts from Ainsworth Pet Nutrition® to develop a line of super premium food and treats for dogs called Rachael Ray Nutrish. Nutrish is made with simple, natural ingredients and includes full-feeding varieties featuring real meat as the first ingredient. In 2014, Nutrish launched its first ever natural food for cats in both wet and dry varieties, which does not contain any artificial preservatives, flavors or poultry by-product meal. A portion of Ray’s personal proceeds from each sale of Nutrish food and treats is donated to organizations that help animals in need through Rachael’s Rescue® (www.rachaelsrescue.org). So, not only are Nutrish products great for your dog and cat, they’re great for countless other dogs and cats, as well.
BuzzFeed is a cross-platform, global network for news and entertainment that generates seven billion views each month. BuzzFeed creates and distributes content for a global audience and utilizes proprietary technology to continuously test, learn and optimize.
CatConLA® is unlike any other pet expo out there. It’s all about redefining the cat lady – proving that you can be chic and stylish, and own a cat, simultaneously.
The first CatConLA® debuted in June 2015, attracting nearly 13,000 global cat lovers. The median age attending was 18- 34 with 70% being female. In addition, CatConLA® donated over $33,000 to FixNation and Lil BUB’s Big Fund at the ASPCA. This year the company will again donate $1 of every ticket sold to FixNation as well as donating additional funds to Lil BUB’s Big Fund at ASPCA and Kitten Rescue.
SOURCE Ainsworth Pet Nutrition