Hill’s Pet Nutrition: highlighting mobility problems
Mobility is a significant health issue for pets but awareness of the problem among pet owners is low, a situation that Hill’s Pet Nutrition wanted to address when it briefed Blue Zebra. The challenge was to raise awareness for both pet mobility and Hill’s Prescription Diet j/d product range.
We launched the search for the UK’s 21 Top Dog Walks (21 because that’s the number of days it takes to see the difference with Hill’s Canine j/d) to draw attention to this canine health problem. As well as securing partnerships with Enjoy England, Visit Scotland and Visit Wales, media coverage has scored an OTS of 17 million and we’re only at the shortlist stage!
Campaign talkability was increased with Hyde Park’s first Sheepdog Trials since 1935. LBC ran a live interview and replayed the news item eight times, The Sunday Times’ AA Gill attended and pictures from the event were featured in The Sunday Times magazine, while the BBC featured it on a picture news round up.
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