Drs. Foster & Smith to Test TV Ads

Who says you can’t teach an old cataloger new tricks? Twenty-year-old pet supplies mailer Drs. Foster & Smith is launching its first TV ad campaign in October. The Rhinelander, WI-based cataloger will test commercials on cable-TV networks including Animal Planet and Lifetime.

“Our growth has been wonderful,” says spokesperson Joe Voelinger. “But to reach our greatest potential, we need to be introduced to more people. My guess is that if we did a national survey, only one in 10 people would have heard of Drs. Foster & Smith.”

The first TV spot shows adults and kids interacting with their pets, showing that whatever their pet needs, the cataloger has. “Marty [Smith] and Race [Foster] are on camera talking about 20 years of selecting products for pets backed by our 100% guarantee,” Voelinger says. The cataloger’s toll-free number and Website address are shown throughout.

The second spot, which will run next spring, is more focused on pet healthcare and the cataloger’s prescription drug plan for pets. “It’s seasonally tied to the big flea, tick, and heartworm season,” Voelinger says, adding that the first commercial will likely be further tested during the spring as well.

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