A tough job (not) given our passion for pets (our team collectively own 40 furry friends).
Creating a sustained calendar of news hooks to engage media and influencers at key seasonal times, our consumer campaign comprised targeted e-shots, lookbooks, gift guides, sample management, radio drops and news gen., as well as unlocking our Media Insights Bible to target them with the most relevant pet products/advice.
Our team generated headline-hitting coverage around multiple initiatives …
… from ‘My Pet Pals’ in-store workshops to teach kids to care for their pets and Cat & Dog ‘Calming Vests’ for Bonfire Night … to Pooch Poppy accessories for ‘Bark of Respect’ partnership with the Royal British Legion, and Doggy ‘Cooling Jackets’ to take the heat off during the Heatwave.
Results included a mountain of targeted print & online editorial across national newspapers & women’s interest magazines and social media content/shares.
Further cut-through was achieved through broadcast coverage including Magic FM’s Ronan Keating, ITV’s This Morning and Lorraine – helping drive positive reputation for Pets at Home and its continued dominance of the £4.5bn pet care market.
Pieces of Editorial/Social
Of Happy Pet Owners