Healthy is Worthy | Integrated Marketing

Royal Canin is a global leader in pet health nutrition, driven by its purpose of creating “A Better World for Pets.” The brand believes in empowering pet parents to foster longer, healthier lives for their pets by championing informed nutritional choices tailored to each pet’s specific biology. 

In Thailand, pet parenting has become increasingly emotional, expressive, and identity-driven, especially among younger consumers who see their pets as family. But this shift also created a growing nutrition challenge: with pet parents humanizing their pets, many are making feeding decisions based on human preferences instead of what their pets biologically need. As a result, more pets faced health risks linked to inappropriate diets. 

At the same time, Royal Canin faces its own set of perception gaps. While widely respected for its science-backed nutrition, the brand was often seen as expensive, overly clinical, and difficult to understand. To connect with younger pet owners — especially Gen Z— Royal Canin needed to make premium pet nutrition feel more approachable, culturally relevant, and emotionally engaging without losing scientific credibility. 

Vero’s work with Royal Canin had to answer three key challenges: 

1. How do we make pet nutrition easier to understand and act on without losing scientific credibility? 
2. How do we build authentic connections with the new generation of pet parents in a way that is both culturally relevant and genuinely resonant? 
3. How do we transform pet health education from passive content into active, daily habits for pet owners, both online and offline? 

Royal Canin’s Healthy is Worthy was created to close the gap between pet owners’ emotional choices and their pets’ actual nutritional needs by reframing pet nutrition as both accessible and culturally relevant. The integrated marketing campaign educated pet owners on the importance of tailored nutrition for cats and dogs based on breed, life stage, and specific health needs — reinforcing the idea that the right nutrition helps pets live longer, healthier, and happier lives.

Launching ‘Friend of Royal Canin’ at Pet Expo Thailand 2025

Royal Canin Thailand made a powerful return to Pet Expo Thailand with an immersive brand experience designed to bring its mission to life through education, entertainment, and community engagement on May 1-4, 2025.

The event also marked the launch of Friends of Royal Canin — the first initiative of its kind in the brand’s 57-year history. Gen Z icons Sky and Nani debuted as “Friend of Royal Canin,” helping the brand connect with younger pet owners through fandom culture and social storytelling.

Together, Sky and Nani launched the “Mitr-Sion,” an educational advertisement on sustainable pet health and proper care practices for cats and dogs.

Rather than acting as traditional celebrity endorsers, Sky and Nani serve as advocates for healthier pet parenting. They represent dog and cat teams, promoting the Start of Life product range for puppies and kittens to a growing segment of new pet parents.

Engaging Gen Z Pet Parents at the ‘Healthy District’

Following an incredible experience at Pet Expo Thailand 2025, Royal Canin extended the campaign at the “Healthy District” event at CentralWorld, Bangkok, on May 22-23.

The event featured interactive zones that encouraged pet owners to explore tailored nutrition and responsible care through hands-on participation.

As Friend of Royal Canin, Sky and Nani, amplified the event by sharing their passion and insights about pet care and nutrition. At this event, they connected with audiences in a way that was both authentic and native to social media.

Royal Canin also launched thematic social content designed to educate pet parents on the importance of precise nutrition for cats and dogs.

Turning Pet Education into Everyday Content

Thematic videos and engaging content take pet nutrition beyond events and into everyday online conversations. Instead of heavily instructional or didactic messaging, the videos used lighter, more relatable storytelling to explain why the right nutrition matters for cats and dogs.

Royal Canin released two videos, Mission Eatpossible and Mitr-Sion, to educate pet owners on sustainable pet health. The brand also released a series of educational bite-sized social content by Friend of Royal Canin, Sky and Nani, centered on the everyday life of pet owners.

By using familiar faces and simple messages, Royal Canin made the complex topic of pet health feel approachable and intuitive, encouraging people to understand, discuss, and share it.

The videos were shared across Facebook, Instagram, and TikTok to allow the campaign to meet Gen Z pet owners in the platforms and communities where they already express affection, identity, and care for their pets.

Amplifying Visibility Through Earned Media

Earned media played a key role in helping Royal Canin bring pet health conversations to a broader audience.

Through media features, influencer coverage, and online discussions, the campaign extended beyond brand-owned channels and became part of wider cultural conversations around modern pet parenting.

By combining expert-backed education with relatable storytelling and pop culture touchpoints, Royal Canin generated strong online attention while making pet nutrition more approachable for younger audiences.