Pets don’t always know what’s good for them, says Optimum in new campaign, but owners do

Mars Petcare’s Optimum has reinstated its brand platform ‘Nutrition for Life’ with its new campaign ‘Lucky you do’.

The ads show a range of cats and dogs partaking in some activities that aren’t always beneficial for their health. While those pets may not know what’s good for them, luckily, owners do, according to Optimum.

The campaign was created by Clemenger BBDO Melbourne.

Mars Petcare portfolio manager, Miguel Rivera, said: “Optimum is a heritage brand in the pet food category, leading through their scientific formulations available in Grocery. The new campaign “Lucky You Do” reflects how important it is to deliver customised nutrition for every dog and cat in Australia, at each of their life stages. We are excited to relaunch the brand with a new look and feel, that is fully integrated to generate mass awareness.”

The campaign will appear on TV, online video, social, SEM, OOH, sampling and in-store.


MARS Petcare
Marketing Director – Emily Dowling
Portfolio Manager – Miguel Rivera

CREATIVE AGENCY: Clemenger BBDO Melbourne




Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.