GREENVILLE, S.C. – With over a decade of marketing experience in the pet category, Jeff Dezen Public Relations (JDPR) recently has been recognized by Pet Business magazine for its work on behalf of Jones Natural Chews, manufacturers of premium, natural dog treats and chews. The campaign received a 2017 Pet Business Industry Recognition Award for best “Packaging Redesign.” The award recognizes Jones Natural Chews’ new product packaging and redesign of its iconic “Rocky” mascot, developed by JDPR and the agency’s team of creative partners, including Greenville-based graphic design group Atticus Creative.

“We charged the JDPR team with refreshing our brand image to reflect our company culture and the ever-evolving pet category, while preserving our company history. Their recreation of Rocky and the overall look and feel of our brand truly captures our commitment to providing premium, all-natural treats and chews for ‘every’ dog and is resonating with pet parents,” stated Joe Wallington, President of Jones Naturals, parent company of Jones Natural Chews. “JDPR has been and continues to be a strong strategic partner as we go to market under the new brand platform.” 

According to Pet Business, the Industry Recognition Awards celebrate innovation and “ground-breaking products that are driving growth in the pet specialty channel.”

Jones Naturals selected JDPR to help develop the company’s multi-channel brand strategy, which led to a redesign plan focused on accelerated growth on the heels of a capital infusion from Greenville-based Azalea Capital Group in 2016. Additional brands within the Jones Naturals portfolio include The Country Butcher and Grass Valley Farms.

Michelle Higdon, Azalea Capital Operating Executive and consultant to Jones Naturals, said: “It is an honor to be recognized among the leaders in the industry by Pet Business for innovative and functional products, and this is a defining moment for Jones Natural Chews.”