Pets at Home joins paws with ITV’s Paul O’Grady: For The Love of Dogs

Pets at Home has become the fully integrated sponsor of the award-winning ITV show ‘Paul O’Grady: For The Love Of Dogs’.

The new series bounded onto our screens this week (Thursday August 28) and follows Paul O’Grady as he helps staff to rehome dogs at The Battersea Dogs & Cats Home.

The production has won Best Factual Entertainment Show two years running at the National Television Awards. The fully integrated sponsorship package was negotiated by ITV Commercial and Carat on behalf of Pets at Home.

The on and off-air partnership will be activated through broadcast, online, mobile and licensing elements bringing both brands to as many fans as possible. The idents will be produced by krow Communications. Paul O’Grady will also support the Pets at Home sponsorship campaign via a number of digital and in-store initiatives throughout 2014.

Scott Jefferson, marketing director at Pets at Home, says: "We are extremely proud to be sponsoring this year’s season of Paul O’Grady: For the Love of Dogs. “The show does an amazing job of highlighting the phenomenal work the team at Battersea Cats and Dogs Home undertake on a daily basis and the number of rescue dogs in need of new, loving homes.

“It’s also a great opportunity for us to showcase some of our customers' own special moments with their pets within the idents, along with highlighting some of the services we provide to keep pets happy and healthy, such as: vets, grooming and microchipping."

Jason Spencer, Business Development Director at ITV, says: “We are really looking forward to the return of the award-winning programme Paul O’Grady: For The Love of Dogs on ITV and are delighted to welcome Pets at Home as the sponsor of the new series. We are very excited to embark on this fully integrated partnership as we believe this is an ideal platform for the brand to engage with their target audience both on and off air.”

An average consolidated audience of 5.7 million viewers tuned into the second series of ‘Paul O’Grady: For The Love of Dogs’. The series won a TRIC award as well as the NTAs, and is produced by Shiver Productions for ITV.

Written by: Jenny Cornish