ROYAL CANIN® and the Guide Dogs charity are launching a retail promotion and social media campaign. They’ll be building greater awareness of the work that Guide Dogs does in helping people with sight loss enjoy confidence and independence.
8,000 UK guide dogs are now fed on ROYAL CANIN® food each year.
As a result of the campaign, consumers buying a 12-15kg pack of ROYAL CANIN® dog food in the UK and Northern Ireland will also receive a free Guide Dogs dog towel. They will be invited to take a picture of their dog with the towel and share it on ROYAL CANIN®’s UK Facebook page and Twitter using the hashtag #MuddyPup.
The best pictures will receive a prize from the two organisations.
- Top prize is a year’s supply of ROYAL CANIN® dog food and sponsorship of a guide dog puppy for two years
- Second prize is six months’ supply of dog food and guide dog puppy sponsorship for two years
- Third prize winner is a ROYAL CANIN® hamper including a month’s supply of dog food.
Photos need to be posted online by December 21 2016, after which there will be a public vote to decide the winners from 12 shortlisted finalists. Winners will be announced on January 9 2017.
ROYAL CANIN® will donate £1 to Guide Dogs for every promotional pack sold, and the strapline ‘Feeding Generations of Guide Dogs’ will appear across all promotional material.
Pauline Devlin, ROYAL CANIN® director of corporate affairs, says: “We share a passion for dogs with the Guide Dogs charity, and are honoured to be trusted with feeding generations of guide dogs. We are all totally committed to ensuring that these invaluable assistance dogs get the right nutrition they need to enable them to perform to the best of their abilities.
“#MuddyPup is a fun way of supporting the charity, which relies on donations to continue its work, while also involving our consumers and the specialist pet trade.”
In-store POS support for the campaign includes posters, window clings, bunting and promotional display stands.
Lynda Harwood from Guide Dogs commented: “Every hour, another person in the UK goes blind. When someone loses their sight, Guide Dogs is here to make sure they don’t lose their freedom as well.
“From our guide dog mums and dads, pups and working guide dogs to retired ones, ROYAL CANIN® food meets their specific nutritional requirements. By working with us in this way, ROYAL CANIN® is helping thousands of people with sight loss live the lives they choose. Every pound raised makes a difference to people who are blind or partially sighted.”
For more information about ROYAL CANIN®, contact your ROYAL CANIN® business manager, call 0845 606 9980 or visit www.royalcanin.co.uk. For more information about Guide Dogs, visit www.guidedogs.org.uk.