Blackmores has released its first major campaign for its Pure Animal Wellbeing (PAW) offering as the demand for vet approved pet health products surges.

The campaign, entitled Because they’re more than human, highlights the company’s aim to offer an innovative range of natural pet healthcare products, developed by vets and inspired by nature.

PAW was developed by Dr Alister Webster, a third-generation vet from the Webster family, renowned by vets for creating quality pet products for more than 80 years.

Joanne Smith, Chief Marketing and Innovation Officer, Blackmores Group, says that following so much time spent with our pets at home during the pandemic, common pet health issues such as anxiety and joint care may be front of mind.

“Pets need their own unique type of care, and PAW by Blackmores gives pet parents the confidence that they’re looking after their pets’ health as well as they do their own.

“Our products give pet parents full confidence that their furry faithful companions feel their best, easing our own concerns when we’re apart from our pets,” she says.

With strong roots as an advocate of natural health, Blackmores Group’s new brand campaign draws upon its rich 90-year heritage while symbolising its own innovation to now include pets.

Alastair Symington, CEO, Blackmores Group, says the PAW by Blackmores range focuses on the following areas of natural pet healthcare: Skin and coat health; Joint health; Digestive health; Mental health and wellbeing; Liver health; Ear care; and Grooming.

“Good health is at the heart of everything we value here at Blackmores. Throughout our 90-year history, we have been one of the strongest voices constantly advocating the benefits of natural health solutions. To deliver on our promise, we pride ourselves on being able to develop products that combine the latest technologies and best natural ingredients, while maximising the health outcomes of not just humans but also our beloved pets.”

Currently, Blackmores Group operates in 13 other markets across Asia-Pacific and has the ambition to connect one billion consumers globally to the healing power of nature by 2025.

The ‘Because they’re more than human’ campaign launched on air Sunday 13 March along with a full 360 campaign with a strong focus on TV, digital and path to purchase.