IAMS checks in with a cheeky airport take on pet gut health

IAMS has turned the baggage carousel at Orlando Sanford International Airport into a stage for a spring campaign to spotlight the role of digestive health in everyday pet care.

Created by adam&eve\TBWA, the brand’s ‘Smooth Deliveries’ installation meets travellers at baggage claim with an impossible-to-miss billboard suspended above the carousel, featuring a line-up of oversized pet rears.

The visual joke links the idea of smooth holiday travel with the “smooth deliveries” pets benefit from at home, drawing attention to the importance of consistent, science-backed nutrition.

The campaign centres on the digestive benefits of the IAMS PROACTIVE 5 system, which includes prebiotic fibre designed to support gut health in dogs and cats.

“At the heart of the IAMS brand lives a purpose to help keep all dogs and cats full of life for more of life, and we know that starts with a healthy gut,” said Mindy Barry, chief marketing officer, Mars Pet Nutrition North America.

👀 Famous Campaigns Live. A must-attend event Incredible speakers from Oatly, McDonald’s, Currys, Heineken, ASICS, Waitrose and many, many more. > grab your ticket HERE