Rolf C. Hagen is hoping to convert pet owners worried about the nutritional value of Fido and Fluffy’s food into customers of its Nutrience brand of dog and cat food.

In a new national campaign – the brand’s first – Nutrience pet food products will be promoted across TV, print, outdoor, online display and POS displays.

The campaign was created by Toronto-based McDonnell Haynes and media was purchased by Toronto-based Magi Communications.

The 30- and 15-second TV spots feature pets hiding from their food and will air across HGTV, History, The Weather Channel, Space, Animal Planet, Showcase, Diva and Mystery. Online display includes ads on Facebook, Kijiji and Google. OOH is set to run in Toronto, Vancouver, Calgary, Montreal and Quebec starting Feb. 15.

‘Hagen wanted…a new and compelling way of saying Nutrience will keep your dog healthy,’ Anita Dong, president of McDonnell Haynes, said in a release. ‘We found it in the claim that pets don’t like going to the vet, and because there are no bad ingredients in Nutrience, the likelihood of their having to do so would be greatly reduced. It’s certainly out of character for the category and the light-hearted, comical way we approached it will distinguish the brand even further.’