Pets at Home believes that good nutrition is the corner stone of good health, but with one in three UK dogs currently obese there is evidently a way to go in educating pet owners about their dog’s diet.
With pet food labels still in the dark ages compared to human food, there was a fitting opportunity to raise awareness of the issue throughout the industry, educating owners what the ingredients on a dog food label actually mean.
With celebrity farmer Jimmy Doherty fronting the advertising campaign, Havas PR commissioned a consumer study into pet food labelling, highlighting the purchasing decisions owners make when choosing pet food and the lack of knowledge consumers have about pet food labelling.
The study was sold in to a range of media titles, including relevant trade titles and local radio stations. The campaign achieved 35 pieces of coverage, including a front page flash and five page article in The Grocer magazine.