For the Love of Dogs

Paul O'Grady's For The Love of Dogs was adopted by a loving new owner this year, when specialist retailer Pets at Home sponsored the series.

The UK's love of pets goes way beyond obsession, and Pets at Home's spot creative, sponsorship idents and social media featured the public's own favourite pet footage, sourced from #MyPetMoments. A digital campaign was launched on ITV.com to encourage viewers to enter a prize competition and submit their own #MyPetMoments footage for use next year.

Paul O'Grady himself got on board, attending company events, creating online videos of his in-store experiences and featuring on marketing collateral to reinforce the partnership in over 380 stores.

Challenge

Help Pets At Home to capture hearts and minds of animal lovers everywhere – supporting their ambitious retail plans and cementing their position, as the nations best loved pet specialists. 

Insight

Few things warm the cockles of Briton’s hearts quite like pets – we love ‘em.   

Britain’s great pets are being spoilt by better presents, more innovative grooming treatments and ever more inventive ways to make them feel part of the family.  

But for the most part mainstream media shows very little interest – leaving it to proud pet owners to harvest a trickle of likes for treasured pics of their pet pals online.

Idea

Pets At Home and ITV brought the nation together to celebrate their love of pets. 

In partnership with “Paul O’Grady’s For The Love of Dogs”, Pets at Home became lead sponsors of the programme and used the relationship to create a fully integrated experience for pet lovers in bespoke content, on social and in store.

Implementation

The campaign spoke to 4m pet lovers on air each week using the idents to provide a showcase for viewers own pets.  In store the, Paul O Grady endorsed, product range “Love Thy Mutt” gave viewers a special new range to treat their furry friends. On social they utilised the hashtag #POGDOG to drive conversation during the programme and featured Paul in additional specialist content that they distributed online.

Results

TBC