Merial’s new campaign for the FRONTLINE brand launched this week, with a nationwide television advertisement for FRONTLINE Plus, with further activity across video-on-demand, radio, national print media and digital channels running until September.

FRONTLINE Plus, launched in 2016, provides enhanced protection against homegrown flea problems. Fleas lay eggs that fall off pets, hatch, and infest homes. Merial said a single female flea can lay up to 50 eggs per day. FRONTLINE Plus not only kills fleas and ticks but stops flea eggs from hatching and infesting the home due to the addition of (S)-methoprene, an insect growth regulator.

John Toole, FRONTLINE retail marketing manager, said: “Last year was one of evolution for the FRONTLINE brand with the launch of an exciting pipeline of new products including new FRONTLINE Plus and the reclassification FRONTLINE Spot On to AVM-GSL.

“This campaign will help us take the brand to the next level with our biggest ever media campaign in the brand’s history. We anticipate brand awareness of FRONTLINE Plus to increase significantly amongst pet owners and we therefore expect the demand for all FRONTLINE products to rise above the usual seasonal demand for our retailers.”