Learn how Pet PR Agency, Leopard Co, helped launch the Chuckit! brand in the UK

Challenge

To support the launch Chuckit!’s range of high-quality dog toys in the UK, we were challenged to replicate the success the brand had seen in the US.

As a hugely successful brand in the states, our task was to bring Chuckit! to the UK market and put the brand in front of a new audience, positioning Chuckit! as the must-have dog toy for dogs to our and pet retailers to stock.

Solution

We developed a strategy that would introduce the Chuckit! brand to the UK market with a bang.

In order to help Chuckit! meet its goals in launching in the UK, we wanted to create excitement about the brand among pet owners, so pet shops simply had to stock its products. 

As we started this campaign with a blank slate, we developed our strategy that would help us build a bank of authentic imagery, create a buzz on social media, and put the products directly in front of consumers. 

The result was ‘The Chuckit! Challenge’ which put the brand’s distinctive orange and blue balls in the hands (and paws) of influential figures, including pet influencers, the pet press and dog charities.

To generate high-profile interest, we selected a group of popular dog influencers who were gifted the products, giving them no excuse not to enter the challenge! Entrants were required to submit imagery of their pooches with their favourite Chuckit! Products which created a stream of testimonials and UGC.

Entries were whittled down to a shortlist and the public was enlisted to vote for their Chuckit! Challenge Champion, creating further engagement and some healthy competition. 

Using the UK’s biggest dog show, Crufts, as a launchpad, we enlisted the help of celebrity canine judges and with incredible prizes up for grabs, it was the ideal place to reaffirm Chuckit!’s entry to the UK.