Dog obesity is on the rise, with research showing 51% of dogs are now classed as obese, and too many treats and the wrong kind of diet named as the leading causes. For National Pet Month, we built Nutriment's broadcast PR campaign around that finding, and put the brand's head nutritionist and trade manager on air across a radio day of interviews. They explained why the right diet matters because of the biology of dogs and cats, and why fresh and raw food is an important part of a dog's diet. The campaign secured 12 items of radio coverage reaching 2.1 million listeners, including Radio News Hub.
Nutriment wanted to raise awareness of the brand and the benefits of fresh and raw food for dogs and cats.
The message
The right diet matters because of the biology of dogs and cats, and owners should research the best options. Fresh and raw food is an important part of a dog's diet.
The angle
Research showed dog obesity is on the rise, with 51% of dogs now classed as obese. Too many treats and the wrong kind of diet were named as the leading causes.
On air
The head nutritionist and the trade manager at Nutriment
The result
12 items of coverage reaching 2.1 million, including Radio News Hub.
About National Pet Month
National Pet Month is a UK campaign that celebrates the benefits of owning a pet and promotes responsible pet ownership. It is coordinated by the National Office of Animal Health and the Pet Food Manufacturers' Association, now trading as UK Pet Food. In 2026 it ran from 1 April to 5 May. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning National Pet Month for 2027?
National Pet Month usually runs from 1 April into early May; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
