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Rolf C. Hagen hires McDonnell Haynes

Montreal-based pet care company Rolf C. Hagen has retained McDonnell Haynes of Toronto as its first agency of record. McDonnell Haynes will develop a national campaign intended to raise awareness of Hagen and its brands, particularly its Nutrience line of dog and cat food. The campaign will also support pet retail chains that sell the brand, including Petsmart, PetValu, Global and Petland. The initiative will include television, print, outdoor, online and point of sale advertising, as well as a redesigned website. "We appreciated the opportunity we were given to find an unconventional yet effective way of positioning the Nutrience brand in as highly competitive marketing category as pet food," said Anita Dong, president of McDonnell Haynes. "Hagen wanted something different, a new and compelling way of saying Nutrience will keep your dog healthy. 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 lighthearted, comical way we approached it will distinguish the brand even further."

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