What you need to know:

• Ivory Coat seeks excess growth.
• The Royals tasked with enabling it.

Pets in Australia now outnumber humans. Feeding them is a $2.9bn market. Pet food brand Ivory Coat wants an ‘unfair share’ of that pie and has tasked The Royals with spooning out a bigger helping.

Launching in 2022, the integrated campaign will span print, OOH, PoS, digital and PR.

“The pet food market is a very competitive space, so we aim to deliver a brand platform bold and distinct enough to drive long-term growth,” woofed Josh Wheeler, Marketing Manager, Dog Portfolio at Ivory Coat.

“Aussies love their pets and we’re confident they’ll love our Australian made, natural, high-quality and nutritious pet food made from Australian meat and natural superfoods. That’s why we’re excited the Royals are helping us win over the millions who want nothing but the best for their best mates.”

The Ivory Coat joins Koala, MYOB, Motorola and MOSH in The Royal’s expanded stable.