UltraPet appoints Howard Merrell its agency of record

ANDERSON, SC: UltraPet, a marketer and manufacturer of pet- and Earth-safe products for dogs and cats, has selected Howard, Merrell & Partners (HM&P) as its AOR.

ANDERSON, SC: UltraPet, a marketer and manufacturer of pet- and Earth-safe products for dogs and cats, has selected Howard, Merrell & Partners (HM&P) as its AOR.

The firm will develop a $10 million national branding campaign that will kick off next year.

Jim Cobb, COO of HM&P, said the campaign would be fully integrated, including research, creative development, media planning and buying, package design, grassroots marketing, and PR.

The budget for PR was not disclosed.

Cobb said the PR component would primarily center on introducing UltraPet's new products to the marketplace.

He added that such tactics, as well as word-of-mouth and new media opportunities, would most likely be employed.

"Certainly the internet is the most valuable component of any campaign today," he said.

Some of UltraPet's current products include Litter Pearls, Ultra Pearls, Better Way Cat Litter, Harvest Chewz bones for dogs that chew aggressively, and Cedar Fresh cat litter.

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