Bayer Animal Health has launched a new marketing campaign for Drontal that celebrates the special roles pets play in people's lives.

As part of the campaign, the company has carried out research amongst 2,000 cat and dog owners to discover how owning a pet changes behaviour and positively impacts their daily routine.

The survey found that 76% of dog owners say their four-legged friend is like a personal trainer that motivates them to take exercise, with one in four saying they've lost weight since getting their pet. Of these, one in ten say they've lost half a stone or more.

As part of the Special Roles campaign, Bayer has launched a competition to find the nation's most interesting pets. People can upload their favourite pet photo and explain what it is that makes their animal so important to them. The winner of the Special Roles competition will be chosen on the 31^st July by a judging panel which includes the editors of Your Cat and Your Dog magazines.

The winner will receive £500 as well as the chance to appear in a Drontal advertorial. The two runners-up will be decided by public vote and will receive £250 worth of vouchers to spend in Pets at Home. Entries to the competition can be  submitted here: http://woobox.com/uahgp5

The Special Roles theme is being supported by a new TV and print advertising campaign that celebrates the role our pets play in our lives. The ad communicates the importance of regular worming with Drontal, with the tagline: "It's their job to be special, it's our job to keep them that way". The print and TV campaign will run for 2 weeks, from 14th April.

Kathrin Tetzner from Bayer said: "The Special Roles campaign for Drontal celebrates the joy, love and humour pets bring to our lives, while reminding owners that it is their responsibility to keep them happy and healthy in whatever role they play. The Special Roles competition will give pet owners nationwide the chance to show off their pet's special role and help us celebrate a nation of happy and healthy pets."

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