Most dog owners share at least one similarity with their pet, a new study found, from petite owners choosing toy breeds to grumpy owners with grumpy dogs. For Drontal, we used the findings to launch its 'Give Your Dog a Bone' awards, celebrating the bond between owner and pet, with a serious message about regular worming: a healthy dog is a happy dog. We put a TV vet on air across a radio day of interviews. The broadcast PR campaign secured 19 items of radio coverage reaching 3.7 million listeners, including BBC Radio Essex, BBC Radio Norfolk and BBC Radio Three Counties.
19Items of coverage
3.7 millionCombined reach
2h 12mTime on air
Coverage highlights
BBC Radio EssexBBC radio
BBC Radio NorfolkBBC radio
BBC Radio Three CountiesBBC radio
BBC Radio SuffolkBBC radio
BBC Radio CambridgeshireBBC radio
BBC Radio NorthamptonBBC radio
BBC Radio OxfordBBC radio
The story
Drontal
The aim
Drontal wanted to raise awareness of the 'Give Your Dog a Bone' awards and stress the importance of regular worming.
The message
Drontal, billed as Britain's favourite wormer, launched the 'Give Your Dog a Bone' awards to celebrate the bond between owner and pet and show that a healthy dog is a happy dog.
The angle
A new study of dog lovers concluded that most owners share at least one similarity with their dog, from petite owners choosing toy breeds to grumpy owners with grumpy pets. It was used to launch the brand's dog awards.
On air
A TV vet
The result
19 items of coverage reaching 3.7 million, including BBC Radio Essex, BBC Radio Norfolk, BBC Radio Three Counties, BBC Radio Suffolk.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
