Chocolate eggs, hot cross buns and spring flowers make Easter one of the riskiest times of year for pets. Everypaw's own claims data proved it: chocolate ingestion, poisoning and toxicity claims run 75%, 110% and 160% higher than in the quietest months, with over £48,000 in treatment costs. We turned those figures into a broadcast PR campaign with practical advice for pet owners, and put a leading vet working with Everypaw on air across a radio day of interviews. The advice was simple: if you suspect your dog has eaten chocolate, contact your vet immediately. The campaign secured 18 items of radio coverage reaching 2.6 million, including BBC Radio Essex, BBC Radio Norfolk and BBC Radio Three Counties.
Everypaw wanted to give pet owners practical advice on keeping pets safe at Easter and position itself as an expert in pet insurance.
The message
Easter can be a dangerous time for dogs, as chocolate eggs, hot cross buns and spring bulbs are all potentially poisonous. Contact your vet immediately if you suspect your dog has eaten chocolate.
The angle
Everypaw Pet Insurance claims data showed Easter is one of the busiest times for pet poisoning, with chocolate ingestion, poisoning and toxicity claims up 75%, 110% and 160% on the quietest months and over £48,000 in treatment costs. Hot cross buns, spring flowers and fatty roasts add to the risks.
On air
A leading vet working with Everypaw
The result
18 items of coverage reaching 2.6 million, including BBC Radio Essex, BBC Radio Norfolk, BBC Radio Three Counties, BBC Radio Suffolk.
More campaigns for Everypaw
Everypaw has come back to Relations Group for other broadcast PR campaigns:
Easter is the main Christian festival, marking the resurrection of Jesus, and its date moves each year with the church calendar. In the UK, Good Friday and Easter Monday are bank holidays, making the long weekend a busy time for families, travel, food and retail. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Easter for 2027?
Easter Sunday next falls on 28 March 2027, with Good Friday on 26 March and Easter Monday on 29 March. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
