Educating Pet Owners | Leopard Co Marketing Agency

Client

UK Pet Food

Industry

Pet

Year

2025

In this case study

Challenge
Solution
Impact

Discover how we reached over 6 million people to educate them on feeding their pets with the power of PR

Challenge

To support UK Pet Food with its ‘Love Them Madly, Feed Them Wisely’ campaign – educating British pet owners on all things pet nutrition to help them make informed decisions about what to feed their pets. There was an important message – you don’t have to overindulge your beloved pets with food to love them madly. Supported by ambassador and ‘celebrity vet’ Cat Henstridge, the campaign launched data revealing how we show our pets love. As well as having Cat voice the findings on her own platform, and UK Pet Food utilising its own resources, the story needed to go further.

A leading trade body for the UK pet food industry and with over 90% of the market as members, UK Pet Food is extremely well established in its own right. It sought the help of our Leopard Co PR team, which has decades of experience in pet marketing, to help spread the campaign far and wide. Which is exactly what we did.

Solution

We targeted broadcast, print, and online media with the campaign; pitching to national, regional, pet, and trade titles.

Linking into National Pet Month meant we were able to leverage a trending topic to garner media interest. Particularly in broadcast, this gave journalists a key lead when introducing the story to their audience. With pet marketing being part and parcel of our offering at Leopard Co, we knew the key awareness dates that would pique the interests of key journalists.

With such a strong spokesperson behind us, the team secured 5 interviews live on air with Cat Henstridge and bolstered this with a further over 100 radio hits, with a pre-recorded syndication across national and regional radio stations alike. All of which were ranked as 5* coverage in our measurement framework, repeatedly giving mentions to the brand, campaign and a linking to where listeners can find more.

At the same time, an established PR agency with strong contacts in national media, Leopard Co started the media outreach by securing an exclusive piece with the Mail on Sunday.

Following the exclusive, we issued this out further afield, attaining further pieces of top tier online and print coverage, with a collective reach of over 11.3 million.