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Source: Marketing Daily article by Tanya Gazdik

For the first time ever, Mars Petcare is bringing together its portfolio of dog food brands in a campaign called Mix Mania.

The canned/wet dog food brands featured in the effort are Cesar, Pedigree, Nutro and Iams.

The campaign, created by PR agency of record Weber Shandwick, is anchored with original assets focused on the "freak-out face" that dogs make when they discover wet food mixed in with their normal dry kibble.

The effort includes print ads, an interactive content hub at MixMania.dog, long-form video, short-form videos, new Mix Mania social channels: Facebook, Instagram and Twitter.

Mix Mania features actress and animal lover Kristin Chenoweth, who is lending her voice to a series of humorous videos and a consumer remix station housed on the interactive content hub.

Consumers can visit MixMania.dog for recipes and the unique remix station where they can share their dog's freak-out video and have it remixed with a voiceover from Chenoweth.

Owners are consistently looking for new ways to show their love for their pets, and mixing provides just that, says an agency spokesperson.

"Mixing a small amount of wet dog food sends pups over the moon with excitement, making both dog and owner happy," the spokesperson says.

The campaign is all about engaging dog owners who have either never purchased wet food or have stopped serving it to their dogs.

"We hope to show consumers how easy it is to treat their dog by mixing in wet dog food with dry dog food and have them share their dog's reaction with this special treat," says the spokesperson.