Purina Pro Plan is a range of high protein dry cat food and dog food available through pet shops and veterinary practices.
Created by Billington Cartmell, the drive, which will run in two bursts, involves 28 different mailings tailored to owners of kittens, puppies, adult cats and dogs and senior cats and dogs.
More than 100,000 mailings in glossy black livery will go out in the first wave of activity, using the theme of protecting pets "not just for life, but for a longer life". The packs include a letter, brochure and coupons.
The campaign is tailored around the age of people's pets to mimic the way Pro Plan caters for the changing nutritional needs of pets as they get older.
Vlad Radivojev, head of direct planning at Billington Cartmell, said: "This life stage mailing, which is rooted in the segmentation of the range itself, is a great example of how an advertiser can harness one of direct marketing's key strengths -- personalising a message based on consumer need."
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