After weighing in over half a million dogs across the country, Pets At Home found that 1 in 5 pet pooches were overweight. The pet retailer was able to compile a list of the worst areas for overweight dogs in the UK, and wanted to offer tips and guidance to help those hounds lose pounds!
It’s not often that you have data affecting such a large amount of the population, and so we constructed a bespoke campaign targeting the worst affected areas. We wanted to build a fun news release, whilst remaining respectful of the seriousness of pet health.
We secured over 20 interviews for the Pets At Home spokesperson, reaching over 8 million people which included a feature on BBC Radio 4’s You & Yours programme. The story was also covered in BBC News’ weekly newsletter, giving us an unexpected boost in audience.