Ivory Coat launches bespoke pet magazine via The Royals – Michmutters

Ivory Coat launches bespoke pet magazine via The Royals

Natural pet food company Real Pet Food’s Ivory Coat brand has launched a new magazine, Pet Health Australia, produced by the brand’s creative agency of record, The Royals.

The magazine builds on the strategy of showing the benefits of diet for pets in a way pet owners can relate to, following the agency’s first work for the brand, which likened active people to active brands in a series of 15-second spots launched in May .

Pet Health Australia is set to be filled with tips, tricks and articles that show pet owners how to make their pets as healthy as them. All content produced for the 64-page pet lifestyle magazine was produced, photographed and designed by The Royals Content Engineering Studio, the independent agency’s content arm, in partnership with the Pet Care experts at Real Pet Food.

Connie MacLulich, brand manager at Real Pet Food Company, said: “Pet Health is the perfect encapsulation of Ivory Coat’s mission to deliver better nutrition and a healthier lifestyle for Australia’s pets. The Royals have done a phenomenal job of creating an entire magazine from scratch in what is a bold new phase for the Ivory Coat brand. We couldn’t be more pleased with the end result.”


With a print run of 10,000 and articles including the golden rules of pet exercise, what to ask your vet, and entering the pet tech world with the latest technology from the Petaverse, Pet Health magazine is being distributed through selected specialty retailers and this month’s Dog LoversShow. The magazine will also be available for digital download on Ivory Coat’s website.

This is the first edition of many set to go to print in the coming months, the first issue focuses on how to keep your pet healthy and fit with an in-depth analysis of the diets and nutrients needed and the prime exercises to lead an active life with a specialized Fur Intensity Training program.

The Royals executive creative director Sebastian Vizor said: “Ivory Coat has gone to unusual lengths to ensure its food is naturally nutritious with all the ingredients to fuel health and wellbeing. But we found that people didn’t appreciate what that actually means. With humans, many sources of information support men’s and women’s health. Yet, surprisingly none specifically expressed the benefits of our furry friends leading a healthy, active lifestyle, and so the first wellbeing publication for pets was born.”


Client: Real Pet Food Company
Brand: Ivory Coat
Brand Manager, Real Pet Food Company: Connie MacLulich
Agency: The Royals
Printer: Special T
Photographer: Chloe Lambert

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