USA Pulses
DCM Newspaper – Showcasing Key Research for the Pet Food Industry
Strategy
With ongoing discussions around diet-associated dilated cardiomyopathy (DCM) in pets, USA Pulses needed a compelling way to present the latest research and reinforce the role of pulses in pet food. The goal was to highlight positive media coverage and key findings in a format that resonated with industry professionals, board members, and stakeholders at the 2024 Pet Food Forum. To achieve this, we:
- Compiled top-tier media coverage of the latest BSM research on DCM, emphasizing positive findings and expert perspectives.
- Designed a custom front-page newspaper featuring a digestible summary of the research, the FDA’s ruling, and the most impactful news articles.
- Developed key messaging and talking points to equip USA Pulses representatives with clear, research-backed communication.
- Distributed the newspaper at the USA Pulses exhibit at the Pet Food Forum, ensuring industry professionals had easy access to the latest insights.
- Shared the publication with board members, providing them with a valuable tool for stakeholder discussions and advocacy.
Results
- Successfully positioned USA Pulses as a credible voice in the pet food industry by reinforcing scientific research and regulatory updates.
- Generated meaningful conversations at the Pet Food Forum, with attendees engaging with the newspaper and using the insights in discussions.
- Equipped USA Pulses board members with a polished, research-driven resource to support their outreach efforts.
- Strengthened industry confidence in pulses as a pet food ingredient, leveraging media coverage and scientific findings to counter misinformation.
By strategically curating research, media narratives, and key messages, the USA Pulses DCM Newspaper served as an impactful tool in shaping the conversation around pulses in pet food, reinforcing credibility, and supporting industry engagement.