Mars Petcare has launched a new pack design across its Dreamies range to celebrate its support for the LGBT Foundation.

As part of its commitment to the LGBT+ community and their mental health, Mars Petcare has made a donation to the charity to go towards funding its helpline. In celebration, Dreamies will be temporarily updating seven million packs with the LGBT foundation logo, its helpline number and the iconic Pride rainbow.

The promotional pack design has been launch to coincide with National Mental Health Awareness Week from Monday, May 10.

Helen Warren-Piper, general manager at Mars Petcare, said: “This is our first brand activation at Mars Petcare that specifically heroes and celebrates both inclusion and diversity. We want to do all we can to show our support for the LGBT+ community – not just by providing better education to our associates and promoting inclusion within our own four walls, but also by supporting LGBT+ people externally through our marketing and advertising and the way we communicate to our consumers, many of whom are part of the LGBT+ community.”

The launch is supported with in-store point-of-sale materials.