It's important for consumers to question commercials and become familiar with marketing tactics. That can feel almost impossible since we are constantly bombarded with commercials or billboards everywhere we turn.
After seeing the latest Beneful commercial while watching TV, I had many questions and it took almost no time to find the website www.amyrapp.com. Amy is an actress who is featured in that Beneful commercial with her dog Roscoe.
I immediately reached out to Amy both on her website and her twitter. I have not received any response from her. I reached out to her because I think it's super important to really help consumers understand the full scope and intent of the commercial because several things she says in the commercial are alarming.
On their website, Beneful which is a brand owned by Nestle Purina, states "We couldn’t wait to have dogs try our New Recipe, now that real beef or chicken is the #1 ingredient (excludes Salmon Recipe). So we asked a few dog owners to give it to their dogs and tell us what they thought. Here are their real stories."
They're adament about this being a real story and MEAT being the first ingredient. But it's hard to understand if Amy switched her food long before filming the commercial or if she was hired for the commercial and "given" the food as part of her compensation. Keep in mind, their previous foods did not contain any meat so they've altered their formulas without any in depth conversation as to why. It's interesting to see that their salmon recipe, which is branded as "new", has the key word "with" salmon instead of "salmon as the #1" ingredient and salmon is very far down on the ingredient list. For the "salmon" branded food that's new, the main ingredients are whole grain corn, chicken by-product meal, whole grain wheat, corn gluten meal. Why isn't this branded as a whole grain corn, chicken by-product with whole grain wheat and corn gluten meal product when those are the first 4 main ingredients on the label? Why is salmon the branded aspect of the food? It says "with" salmon and if you read the ingredient, it's a product "with" salmon and many other ingredients that are more prominant in the product.
Amy talks about how there is "avocado" and "tomato" in the food, which are the 19th and 21st ingredients on the product label. She doesn't talk about the 2nd, 3rd, 4th, 5th, 6th, 7th, 8th, 9th, 10th, or 11th ingredients which are whole grain corn, barley, rice, chicken by-product meal, whole grain wheat, corn gluten meal, beef tallow preserved with mixed-tocopherols, soybean meal, oat meal, poultry by-product meal.
By the way, poultry by-product meal doesn't even specify which type of poultry it is!
But why not talk about those ingredients?
Lastly, Amy says "If I was eating the same thing everyday, I would want to really enjoy it." Why is this idea of "eating the same thing" every day brought up and why does a dog HAVE to eat the same thing every day? Why are you not feeding your dog a variety of proteins or foods?
It's interesting for the consumer to think about these commercials and really break down what's being said, line by line.