Launching Earth Animal in the UK
Learn how we got 40 influencers to help us launch US pet-food brand brand, Earth Animal, in the UK.
Challenge
To support the UK launch of Earth Animal’s award-winning No-Hide® Chews, we were tasked with delivering communications and a pet influencer strategy.
Earth Animal’s No-Hide® Chews are the first of their kind, offering a healthy, long-lasting alternative to rawhide with natural ingredients, and were already a hit in the US.
Our goal was to drive retail purchases by securing brand champions and third-party advocacy and raising brand awareness by leveraging key events like Crufts.
Solution
We tapped into our pet marketing expertise for this challenge and developed a strategy that would enable us to engage with both key media titles and influencers to raise Earth Animal’s profile in the UK.
To introduce Earth Animal to the market, we started by creating a press kit to help us pitch No-Hide® to consumer media — from specialist dog press to consumer press that have pet columns or shopping pages.
Thanks to Earth Animal’s origins in the US, their pet branding was already strong and enabled us to share brand messaging that was consistent, positioning Earth Animal as a brand that is dedicated to caring for animals, people and the Earth.
In tandem with our media outreach, we approached pet influencers to work with Earth Animal on the ‘Chews to Make a Difference” initiative. Each influencer aligned with Earth Animal’s core values and was gifted a package of No-Hide® Chews to introduce them to the brand.
As part of the campaign, influencers were invited to nominate either another influencer or a local rehoming centre to receive a free Chew, which helped build a loyal and passionate community of Earth Animals.
To cement Earth Animal’s entry to the UK market, we also supported the brand at the UK’s biggest dog show, Crufts, which served as a platform to introduce the brand directly to consumers.
Impact
- Helped Earth Animal build strong foundations within the UK pet market, informing both retailers and consumers about its No-Hide® Chews
- Achieved over 50 pieces of coverage across press and social media, including key titles such as K9 Magazine, Your Dog Magazine and Pet Business World
- We secured third-party advocacy from 40 influencers, totalling a combined reach of over 500,000