Breeder's Choice is launching a new campaign, 'Paws Up For Health' in April, aimed at promoting feline well-being. The campaign will focus on four key pillars of feline care: hydration, nutrition, enrichment, and balance.

Dr. Claire Jenkins, who serves as Breeder's Choice Vet Brand Ambassador and is also the Founder of VetChat, will be providing expert insights on feline health throughout the campaign.

"Feline health is often overlooked, yet it’s essential for ensuring our pets lead happy, healthy lives. Paws Up For Health presented by Breeder’s Choice is a fantastic opportunity to educate cat owners on simple, effective ways to care for their cats," said Jenkins.

The campaign will utilise various platforms and methods to engage with cat owners. These include expert tips shared on social media, informative blogs, a social Q&A session with Jenkins, competitions, influencer collaborations, and product sampling opportunities.

Managing Director of Breeder's Choice, Steve Adams, said the the campaign aims to "strengthen our connection with cat owners and reinforce our position as a trusted partner in feline care." He added, "At Breeder’s Choice, we’re passionate about providing sustainable, high-quality products that benefit both cats and the planet. Paws Up For Health strengthens our connection with cat owners and reinforces our position as a trusted partner in feline care."

Breeder's Choice has been a provider of sustainable pet care products for over three decades. The company is known for using 99% recycled paper in the production of their cat litter. Their product offerings include Breeder’s Choice PLUS Probiotic, Breeder’s Choice PLUS Kitten, and Breeder’s Choice Treats.

A unique aspect of the Breeder's Choice brand is Ginger, the Cat Morale Officer, who is featured on product packaging. Ginger plays a key role in the brand's identity and connection with its audience.

Breeder's Choice is part of FibreCycle’s portfolio, which focuses on providing eco-conscious pet care solutions. The campaign's emphasis on sustainability aligns with the company's long-standing commitment to environmentally friendly practices.