Today, Nulo Pet Food launched WE DECIDE, its most expansive pet marketing campaign to-date, which is led by 23-time Olympic gold medalist Michael Phelps and his French bulldogs Juno and Legend. WE DECIDE celebrates the special bond between parents and their pets and highlights Nulo’s commitment to providing superior nutrition for dogs and cats. Phelps, who is also an investor in the company, will spearhead the effort with the help of professional football player Ryan Kerrigan and the 2017 world silver medalist in figure skating, Kaetlyn Osmond.
“Pets rely on us to make the best decisions for their health and happiness, including what we decide to put into their bowl every day. As an athlete, I understand the importance of fueling my body with the right nutrition, and I feel the same way when it comes to Juno and Legend,” Phelps said. “I’m excited to partner with Nulo to share the importance of pet nutrition and to remind pet parents that ‘We Decide’ how healthy our pets live.”
The creative elements of the campaign tap into the new pet food consumer—those compelled to improve the world they live in, who demand more transparency and who seek brands capable of disrupting a complacent category with better-for-them foods. Nulo and team hope to inspire a new generation of “deciders” by arming them with the right tools, comparisons and nutritional facts on Nulo.com.
“We are honored to have an exceptional athlete like Michael join our team and to lead the WE DECIDE campaign alongside Ryan and Kaetlyn,” said Michael Landa, Nulo’s founder and CEO. “Their desire to make a difference in the lives of dogs and cats exemplifies what this campaign represents—a passion to inspire others to live active, healthy lives—and to provide their pets the same opportunity.”