Mars Petcare is continuing its support for the LGBTQ+ community through one of its most recognisable brands, DreamiesTM, and its partnership with LGBT Foundation. After an impactful campaign in 2021, DreamiesTM brings back its partnership with LGBT Foundation for a second year, featuring the charity’s helpline number on 7 million packs during Pride month, as well as the LGBT Foundation logo and iconic Pride rainbow. Mars Petcare is supporting the partnership with in-store activation, including in and out of aisle displays, as well as digital advertising and PR activity.

LGBT Foundation has delivered vital advice, support and information services to lesbian, gay, bisexual and trans communities for over 45 years and last year, with the additional support from DreamiesTM, had a 32% increase in the total number of emails and phone calls received by its helpline during the campaign, versus the same period in 2019[1]. The renewed partnership with DreamiesTM follows this success and comes at a time when independent research has found that 78% of LGBTQ+ adults have experienced feelings of anxiety[2], with 69% admitting that this left them feeling lonely[3]. The exclusive research also revealed that 52% of LGBTQ+ adults said that talking openly to their pet without fear of judgement would help their mental health[4]. As the number one cat treats brand[5], DreamiesTM is the perfect partner to stand with LGBT Foundation to help improve the health and happiness of both pets and their owners.

Kay Brown, European Brand Director at MARS Petcare, comments: “We are proud to be continuing our partnership with LGBT Foundation for a second year running. Together, we hope to provide the LGBTQ+ community with a source of vital care and support to help protect the mental health of those struggling. Our independent research reveals that the LGBTQ+ community feel their pets can support them, with 61% of LGBTQ+ adults believing that cuddling a pet would help them manage and mitigate some mental health challenges[6]. This showcases the true power of pets and illustrates why DreamiesTM, the number one cat treats brand[7], is uniquely placed to help build this connection between cats and owners. While support can come in many forms, from friends, family and even felines, we hope that by promoting inclusion and diversity through our brand, we can encourage others to open up about mental health and ‘Talk with Pride’.” 

For more information about the partnership, visit: https://www.dreamiestreats.co.uk/

[1] LGBT Foundation, 32% increase in total calls and emails to the helpline between April and July 2021, versus the same period in 2019 (pre-pandemic)

[2] Research Without Barriers | Survey of 1,014 LGBTQ+ pet owners in the UK, May 2022

[3] Research Without Barriers | Survey of 1,014 LGBTQ+ pet owners in the UK, May 2022

[4] Research Without Barriers | Survey of 1,014 LGBTQ+ pet owners in the UK, May 2022

[5] Source Nielsen Homescan, Total GB to May 2022

[6] Research Without Barriers | Survey of 1,014 LGBTQ+ pet owners in the UK, May 2022

[7] Source Nielsen Homescan, Total GB to May 2022

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