By Preethi Ravi, Journalist

April 21, 2023 | 2 min read

Southern Cross Pet Insurance and the New Zealand Veterinary Association are rallying brands and marketers to protect cats and dogs from human foods that can make them ill and, in doing so, change the face of pet food safety forever.

The initiative is calling on chief marketing officers (CMO) to apply a dedicated ‘Paws Off!’ symbol to brand packaging in a bid to help raise consumer awareness about the dangers of food ingredients for pets.

This project is a result of research by Southern Cross Pet Insurance which revealed that one in three Kiwi pet owners are unaware of the potentially fatal consequences of feeding everyday foods and drinks to their furry friends.

The design, created by TBWA and Seachange Studio, comes with simple guidelines and information about what makes certain foods and drinks toxic, allowing anyone to use it.

The initiative is supported by a fully integrated campaign, including film, out-of-Home (OOH) digital, and social activity.

Shane Bradnick, chief commercial officer at TBWA, New Zealand, says, “The symbol is designed such a way that it can be so easily applied and used. We’ve already had encouraging conversations with lots of brands and businesses about ‘Paws Off!"

Bridgette Muir, head of product and marketing at Southern Cross Pet Insurance, challenged manufacturers, suppliers and retailers to use the symbol on their packaging and in their communications to make ‘Paws Off!’ a transformational initiative. “We’re laying it down as a challenge to all food and beverage brands. We also have a strong campaign educating people on what’s safe and what’s not for their pets, meaning ‘Paws Off!’ will make a difference to the wellbeing of thousands of pets”.

Brand Strategy Insurance TBWA

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