Put pet nutrition on the agenda for pet owners.
There has been a growing trend towards the humanisation of pets in the pet care space – particularly with food trends. Many Australian pet parents also see their pets as an extension of their families and often apply their own health habits to their pets.
To raise the issue of nutrition in the minds of our target audience we needed first to provide pet parents a reason to care. As such, PPR developed a campaign focused on one of the key impacts of poor pet nutrition – pet obesity.
We devised the Petbarn’s Biggest Pet Loser challenge – a 12-week challenge for pets and their owners to lose weight through a tailored nutrition and exercise program.
The 6-month integrated campaign was activated through ambassador & influencer engagement, social media & content production and media relations.
- Media outreach resulted in 596 pieces of coverage with a 12.77 million reach
- Outreached to famous pets of Instagram resulting in 7 unpaid posts, with 16,585 engagements
- This media and social outreach resulted in 481 entries into the challenge
- Helped 10 overweight pets get fit – our competition winner lost 11.2kgs equaling 25.40% body weight loss