Ivory Coat launches a bespoke pet magazine through The Royals – Campaign Brief to provide better nutrition and lifestyle

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Ivory Coat is launching a bespoke pet magazine through The Royals to provide better nutrition and lifestyle

Aussies love to live fit and healthy lives, so why should caring for our pets be any different? Pet Health Australia is the first of its kind. A magazine produced by The Royals filled with tips, tricks and articles to get the most out of a pet’s life and enable them to grow as healthy as you do.

The magazine for Australian-made natural pet food company Real Pet Food’s Ivory Coat brand builds on the agency’s strategy to showcase the benefits of pet nutrition in a way pet owners can relate to. It follows on from Ivory Coat’s integrated ‘For Pets As Healthy As You’ campaign, which launched in May.

Connie MacLulich, Brand Manager at Real Pet Food Company, says: “Pet Health perfectly encapsulates Ivory Coat’s mission to bring better nutrition and a healthier lifestyle to Australia’s pets. The royals have done a phenomenal job creating a complete magazine from scratch in a bold new phase for the Ivory Coat brand. We couldn’t be happier with the end result.”

All content for the 64-page pet lifestyle magazine was written, produced, photographed and designed by The Royals Content Engineering Studio, the independent agency’s content arm, in collaboration with the pet care experts at Real Pet Food.

With a circulation of 10,000 copies and articles including the golden rules of pet exercise, what to ask your vet and getting into the world of pet tech with the latest technology from the Petaverse, Pet Health magazine is over select Specialty dealers and this month’s Dog issue drove lovers show.

Pet Health is also available as a digital download from the Ivory Coat website – making it easier than ever to ensure your pet is as healthy as you are.

With more issues to come in the coming months, the first issue focuses on how to keep your pet healthy and fit, with an in-depth analysis of the diet and nutrients needed and the key exercises to lead an active life with a specialized pet Fell to perform intensive training program.

Sebastian Vizor, Executive Creative Director of The Royals, says: “Ivory Coat has gone to extraordinary lengths to ensure its foods are naturally nutritious and contain all the ingredients that promote health and well-being. But we found that people didn’t know what that actually meant. In humans, many sources of information support male and female health. Surprisingly, however, none have explicitly stated the benefits of our furry friends’ healthy, active lifestyles, and thus the first publication on pet wellbeing was born.”

Customer: Real Pet Food Company
Brand: Ivory Coat
Brand Manager, Real Pet Food Company: Connie MacLulich
Agency: The Royals
Printer: Special T
Photographer: Chloe Lambert

Ivory Coat is launching a bespoke pet magazine through The Royals to provide better nutrition and lifestyleIvory Coat is launching a bespoke pet magazine through The Royals to provide better nutrition and lifestyle

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