Petfood Industry News published an article about the increasing use of celebrities in dog food and product marketing. Rachel Ray collaborated with Dad’s to create a pet food line called Nutrish, Cesar Milan has a relationship with Petco, Martha Stewart and Purina and Ellen Degeneres’ relationship with Halo foods are all detailed in the discussion. For manufacturers using celebrity endorsers, there is always a risk/reward analysis to be made. A popular celebrity will raise awareness, but they must be seen as credible endorsers – not quite as much an issue with pets than say a car brand, and the manufacturer always runs the risk of celebrity controversies which can damage their brand as well. In the case of celebrities launching products under their own label, a manufacturer can benefit through the additional production, but relies on the celebrity to do effective marketing to support demand.
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