- IAMS launched the “Smooth Deliveries” campaign during the spring break travel season to promote awareness of pet digestive health.
- The campaign featured a baggage carousel activation at Orlando Sanford International Airport with oversized pet-themed visuals designed to capture traveler attention.
- The initiative highlights the IAMS PROACTIVE 5 benefit system, which supports five core areas of pet wellness through targeted nutrition.
- The formula includes prebiotics and natural fiber designed to support healthy digestion within 10 days.
- Social media content featuring pet influencer Brodie the Dood expands the campaign beyond the airport activation.
The IAMS brand has launched a humorous marketing campaign designed to highlight the importance of digestive health in dogs and cats while pet owners travel during the busy spring break season.
The initiative, titled “Smooth Deliveries,” combines a physical installation at Orlando Sanford International Airport with social media content aimed at reminding pet owners that digestive health remains an everyday priority for pets at home.
Airport Activation Targets Traveling Pet Owners
Travelers passing through Orlando Sanford International Airport were greeted with a large billboard installation placed above a baggage claim carousel. The display featured oversized pet-themed imagery designed to draw attention to the role of nutrition in maintaining healthy digestion.
The activation ran through March 29 and served as a visual reminder that pets’ digestive health continues even while their owners are away.
The campaign message centers on the idea that consistent nutrition can help support pets’ digestive systems year-round, allowing owners to travel with greater peace of mind.
Spotlight on the PROACTIVE 5 Benefit System
The campaign also promotes the IAMS PROACTIVE 5 benefit system, which is designed to support multiple aspects of pet wellness through targeted nutrition.
The program highlights a timeline of benefits associated with the formula:
Day 1: Healthy muscles
Day 5: Healthy energy
Day 10: Healthy digestion
Day 15: Healthy immune system
Day 25: Healthy skin and coat
According to the company, the formulas include a blend of prebiotics and natural fibers intended to help support digestive health and overall wellbeing in dogs and cats.
Social Media Partnership Expands Campaign Reach
Beyond the airport activation, the campaign also includes a partnership with pet influencer Brodie the Dood, who appears in campaign content across the brand’s digital and social media channels.
The brand says the broader goal of the initiative is to reinforce the importance of nutrition in supporting pets’ health, particularly digestive wellness, which remains a common concern among pet owners.
Information sourced from the company’s press release.
