Edgard & Cooper’s new TV ad defends junk-free pet food

Edgard & Cooper recently launched a campaign, “They Are What They Eat,” showcasing the low-quality ingredients present in some pet food products.

The TV spot, developed by advertising agency We Are Pi, showcases fake pets being fed junk food and informs viewers of the effects of overly processed pet food relying on “meat meal,” which is mixed with artificial additives.

“Most pet parents aren’t aware of what goes into their pets’ food. With this campaign, we want to stop people buying food for pets on autopilot and show what impact real ingredients could [have],” said Co-Founder and CMO Louis Chalabi.

Future plans 

The company told GlobalPETS it is “gaining momentum” in Belgium, France, the Netherlands, and Germany. Growth efforts continue in Italy, Spain, and the UK for a stronger brand footing. 

“There is still so much work to do, so you can expect that we’ll remain advocates for real ingredients, launch more innovations and potentially enter new markets,” said Edgard & Cooper’s Simon Ampe.

The pet food maker raised €20 million ($21.9M) earlier in the year to boost product innovation and increase its European footprint.