Mars Petcare is supporting its No.1 natural pet food brand James Wellbeloved in a campaign that celebrates the emotional and health benefits that it provides to our pets.

The new #WellChuffed campaign, created by AMV BBDO, shows your best dog and cat friends strutting their stuff and flaunting how shiny their coats are, as they gleam with pride in their new-found healthy lifestyle. The humorous tone of voice tells the stories of the James Wellbeloved pets, waxing lyrical about their firm poos and healthy teeth. Characters including Sebastian the dog and Cheryl the cat are shown celebrating having the strongest immune systems, the best digestive systems, the healthiest struts, the best lives – all thanks to their diet of James Wellbeloved.

AMV’s campaign uses humorous photography of pets in distinctive poses. Pictured with their heads up, eyes shut, and with contented smiles, the animals seem extremely pleased with themselves, creating a memorable visual identity for the campaign that lends itself to the existing online smug pet meme.

James Wellbeloved has built its leadership and reputation for its hypoallergenic healthy food over the last 25 years, out of an incredible quality product able to soothe so many common ailments that loving pet owners wanted to fix for their pets to thrive.

Alison Sudbury, marketing director at James Wellbeloved, said “We know that for a loving owner, there’s nothing more important than seeing our pets thrive, we wanted to recognise that there’s no matter too small or too mundane for them - when you pick up your dog’s poo or look at your cat’s hair, those details matter as signs that you’re taking the best care of your loved ones. Our new #wellchuffed campaign uses gentle humour to show the real benefits James Wellbeloved’s quality product provides.”

Alex Grieve, executive creative director at Abbott Mead Vickers BBDO, said: “The #wellchuffed campaign gave James Wellbeloved a distinctively charming and irreverent tone of voice, paving the road for more great creative work from the brand. This campaign brought together striking visuals of pets-as-you’ve-never-quite-seen-them, with witty and sharp writing, investing story and personality into the James Wellbeloved pets – it’s a simple, economic, wondrously crafted campaign, down to every last detail.”

The social and online campaign breaks on 24th May and features four different 20-second stories, all with shorter cut-down versions, showing how James Wellbeloved is the best way to feed your pet to ensure it lives its best life, and has brag-worthy health.