Royal Canin has launched a consumer marketing campaign that aims to help educate and encourage responsible pet ownership and provide information about the benefits of scientific health nutrition, driving people towards the specialist pet trade.
To run over 10 months, the campaign is expected to reach ‘a total of 11.1m adults or a total of 21.3% of adults across the UK’. It will include activity in The Daily Telegraph, The Guardian, The Times and The Sunday Times.
Retail marketing manager Gemma Duffield said: “This is a high-impact campaign which uses a combination of quality national press and digital channels, carefully selected to reach Royal Canin’s best customer prospects when they’re most receptive.
“These prospective customers can engage with the brand’s health nutrition message and discover more about its extensive product range. It is all about extending our brand message to bring more pet owners into the specialist pet trade.”
The Daily Telegraph campaign alone, which includes a series of educational features and a 16-page supplement magazine that coincided with Crufts, will reach a total readership of 4.6m adults. On the back of this, the pet food brand has a hub at www.telegraph.co.uk/pets/essentials featuring educational articles and activities and an in-depth opportunity to explore the brand and products.
Social media activity includes the #breedbuzz campaign, enabling consumers to find frequently asked dog-related questions on topics like behaviour and nutrition, and giving them the chance to ask their own questions by visiting www.breedbuzz.royalcanin.co.uk.
Gemma added: “Everything we do is designed to make a better world for pets, specifically by promoting responsible pet ownership and by encouraging owners to seek out the right nutrition for their pets via the specialist pet trade. In our media campaign we have chosen topics that our consumers want to see and hear about their pets.
“Pets are still, and will always be, very much a beloved part of British families, and we want more of them to take advantage of the products and expertise offered by the specialist pet trade.”