To support the launch of its new Canine Care Nutrition range, Royal Canin has enlisted the support of TV chef and actress Lisa Faulkner to help drive brand awareness and education about pet owner feeding habits.
Royal Canin also appointed consumer PR agency Full Volume to devise and deliver the campaign, broker the partnership with Faulkner, and commissioned research to look in to the feeding habits of 2,000 UK dog owners, engaging with the actress to discuss the research and promote Royal Canin Canine Care Nutrition’s messaging across media titles and broadcast outlets.
Faulkner was joined by Hannah Poile – the company’s scientific communications manager and brand spokesperson – for a studio day that resulted in 158 radio station mentions for the campaign equating to a pet owner reach of 39.5 million. The brand has also secured TV opportunities with second and third phases of the campaign to be implemented across the summer.
Roma Wilcox, retail marketing executive at Royal Canin, said: “The campaign research is really shocking, as it shows the lack of awareness we have as pet owners of our pet’s nutritional needs and how their needs differ from our own – and why would we, we love our pets so why can’t we treat them?
“The big take out for me was on average we are overfeeding our dogs 54,000 calories every year (on top of their normal diets) which is just crazy when put in to context – it just highlights that you’re not the only one, but to be more careful in future. We were also very pleased to work with Lisa Faulkner to deliver such important messages and promote responsible pet ownership.”
She added: “As a brand our first port of call is to put the dog or cat first and the Canine Care Nutrition range really emanates this philosophy – not only to support dog health but to ensure pet owners can be confident in their dog’s wellbeing by feeding Canine Care products to their dog.”
The Canine Care Nutrition range is a specialised range of complete and balanced nutritional solutions available in both dry and wet formats.
Each product is dedicated to a specific care target where the right nutrition can really make a difference in maintaining health. The range is informed and supported by extensive internal research, and targets eight specific sensitivities; digestion, skin, coat, weight, bone and joint, dental and urinary health, as well as a product tailored to the nutritional needs for dogs post neutering.