Position Forthglade Natural Dog Food as a brand that goes beyond dog food to nurture the special relationships between dogs and owners.
- Award winning campaign delivering 88 news items and a 98% increase in website views
Using research, expert collaborations, partnerships and media relations, ‘Beyond the Bowl’ centred on two of the most pressing issues facing dogs in the UK today - irresponsible puppy ownership and canine obesity - and supported dog owners with clear calls to action. While consistently reinforcing Forthglade as the brand at the heart of these issues, going above and beyond to nurture the special relationship between dogs and owners.
Research was undertaken to highlight the extent of the issues surrounding these topics in order to leverage cut-through in the national media, and to provide engaging stats to work across platforms. Much curation went into the research, analysis and presentation of results - from headline development (‘1 in 10 dump a puppy after just 4 weeks’ and ‘More than half of British dogs lose out on their daily walkies’) through to infographics and imagery. Clear ‘calls to action’ were developed to link Forthglade to the research, drive traffic to the website, and position as a brand authority.
TV Vet Steve Leonard, TV personality Adam Henson, explorer Ian Finch and leading dog behaviorist Dr Carri Westgarth, were brokered and managed to leverage a deeper level of insight on each issue, to provide engaging expert advice, and to create compelling video, blog, social and PR content.
88 media insertions achieving in excess of 590m opportunities to see - in titles from The Daily Mail, The Sun and Metro, to a full-page feature in the Daily Star and a double page in The Daily Express. Beyond this, the campaign delivered a clear impact on business to increase awareness of the Forthglade brand – increasing page views on the website by 98%. Crucially, Q1 2019 was one the most successful sales periods in Forthglade’s history. The Beyond The Bowl campaign also won the Consumer Relations category at the 2019 PRCA DARE Awards.
Forthglade Natural Dog Food: Beyond the Bowl
Award winning use of research, expert collaborations, partnerships & media relations, ‘Beyond the Bowl’ centred on two of the most pressing issues facing dogs in the UK today - irresponsible puppy ownership & canine obesity - and supported dog owners with clear calls to action.