HALO REBRANDS PET FOODS
Halo, Purely for Pets (booth 845) has relaunched its
brand of pet foods. The Tampa, Fla.-based company’s pet food line for dogs and cats consists of whole
meat, humanely sourced proteins and non-GMO
vegetables, reflecting the brand’s broader mission
“to change the way companion animals are fed
and farm animals are raised … for the better,” said
For more than 30 years, Halo has aimed to create
only holistic pet foods that rely first on whole meat,
poultry or fish—never any rendered meat meal.
Relying on whole meat (versus meat meals such as
chicken meal or fish meal) is a much more costly and complicated approach to
delivering the convenience of a kibble pet food, added Halo officials.
Halo sourcing includes Global Animal Partnership-certified cage-free poultry, humanely raised turkey and wild-caught fish from Marine Stewardship
Council certified sustainable fisheries. Consequently, Halo’s products do not
include growth hormones, antibiotics, artificial flavors, colors or preservatives.
Halo promotes OrigiNative agriculture and animal husbandry with the goal of
bringing farming and ranching practices back to a more original and native state.
All of the fruits and vegetables in Halo products are sourced from farms and
farmland that prohibit the use of genetically modified seeds.
Halo recently redesigned its packaging to feature its “All Animals” partnership with The Humane Society of the United States.
The Halo kibble diets for dogs and cats include DreamCoat Skin and Coat
Care to support a shiny coat and smooth skin. The company also offers its Holistic Garden of Vegan recipe as kibble and wet food for pet owners looking to feed
their dogs a nutritionally complete and balanced vegan diet.
Zuke’s (booth 1445) has
created new packaging
for its lineup of dog treats.
Every detail of the new
design is authentic—from
photos taken near Zuke’s
headquarters in Durango,
The front of the pouch features a more prominent Zuke’s logo, making it easier to find
the natural treats on the shelf, along with a larger product window to increase visibility and
enhance transparency of the product inside. Below the window are highlighted product
features and benefits. A sourcing flag in the upper-left corner describes where the treat was
crafted, and color-coded formulas and product families make it easier for shoppers to recog-
nize their favorite treat and flavors.
As part of the new design, the back of the package connects to the founder’s story of
how Zuke’s originated in 1995. To celebrate the company’s roots, a mountain peak graphic
represents where it all began, and a trail map visual, complete with interest points, communicates additional product claims.
“We’re thrilled with how this packaging refresh turned out,” said David Rizzo, director of
operations for Zuke’s. “The new design better reflects who we are and celebrates that Zuke’s
has always been about helping people and their pets to Live Life Off Leash. In addition,
sustainability has always been one of Zuke’s core values, and we are proud to move toward
more sustainable business solutions to help protect our planet and reduce our carbon foot-
print. We can’t wait to see Zuke’s new bags on shelves.”
Without changing the net weight of the product, Zuke’s reduced the size of the treat
pouches by 20 percent to enhance the sustainability of the packaging.
Caitec (booth 1845)
has unveiled its Hero
brand consumer ad
campaign at its booth.
The campaign is
named Somebody’s Hero and will launch in August.
It includes multiple creative executions such as 30-second
commercials and social ads, which will be seen across the digital
landscape. With more than 10 million consumer impressions,
the highly targeted ads celebrate the bond between dogs and
their people. The goal of the campaign is to achieve more than
50 percent brand recognition for Hero among consumers who
purchase dog toys. Advertising will be geo-targeted against
strong distribution markets and include tags with the logos of
key accounts to drive store traffic.
“Distribution and trade awareness is simply not enough to
compete effectively in the crowded and commodity-driven pet
industry,” said Terry Gao, president of the Baltimore-based
company. “We want to help our distributor and retailer partners
succeed by selling more dog toys. The only way is to make Hero
a recognized brand so consumers ask for it by name.”
The Somebody’s Hero campaign is an extension of the trade
campaign Caitec launched in September 2016. The campaign’s
core insight is the recognition that whether a dog is a couch po-
tato or a service dog, it is a hero. The emotionally supercharged
creative features a boy and his dog playing superhero dress-up
and an Army dad cheerfully greeted by his child and dog upon
returning home from active duty. The ads also tout the durability
and variety of Hero dog toys.
To see the Somebody’s Hero commercial and to learn how
you can benefit from the campaign, visit Caitec at booth 1845.
THE GREEN PET SHOP BUILDS ON COURT WIN
The Green Pet Shop LLC (booth 1410) is continuing to
defend its cooling pad technology patent in the wake of
its legal win against Maze Innovations. The Green Pet
Shop sued Maze in Federal Court in Chicago for breach of
its two patents covering a unique cooling pad invention,
United States Patent Nos. 8,720,218 and 9,226,474. As part
of the settlement, Maze transferred all of its assets, includ-
ing the Hugs Chillz Cooling Gel Pet Pad, to The Green Pet Shop, company officials said.
“Our settlement with Maze validates the integrity of our patents,” said Larry Wright, owner of The
Green Pet Shop in Deerfield, Ill. “We have now dedicated significant resources to aggressively defend
our intellectual property.”
The company continuously searches the internet and brick-and-mortar stores for competitive products
being sold on and offline. This effort has led to more than 70 competitive Amazon.com listings being shut
down since the court’s decision against Maze in March 2017, The Green Pet Shop reported.
In order to
retailers’ ability to remain economically success-
ful, Einstein Pets (booth 1021) has introduced a
minimum advertised price (MAP) policy for its
premium dog treats.
Under the policy, resellers are required to price
and advertise Einstein Pets’ products within MAP
and manufacturer’s suggested retail price (MSRP).
“The new policy will further support indepen-
dent pet specialty retailers that sell Einstein Pets’
products and will ensure a level playing field for
authorized resellers,” said Kelly Ison, founder and
CEO of the Sarasota, Fla.-based company. “The
manner in which Einstein Pets’ products are adver-
tised, promoted and sold is critical to maintaining
and enhancing our premium brand image. This is
why we are asking our valued retailers to help us
protect the strength of our brand.”
Einstein Pets is committed to enforcing the
policy and only partnering with resellers that share
the company’s strategy of promoting the Einstein
Pets brand in a manner that is consistent with its
new MAP policy, company officials stated. The
company is also working directly with distributors
to identify and stop selling to companies that resell
their products on online marketplace websites
such as Jet.com, eBay and Amazon.com under
aliases or fictitious business names.