Pets at Home today announced its partnership with the award winning ITV show ‘Paul O’Grady: For The Love Of Dogs’. Pets at Home will become the fully integrated sponsor of the new series, which follows Paul O’Grady as he helps staff to rehome dogs at The Battersea Dogs & Cats Home.
Separately, Paul O’Grady will also support the Pets at Home sponsorship campaign via a number of digital and in-store initiatives throughout 2014. 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.
Scott Jefferson, marketing director at Pets at Home said: ‘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, said: ‘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 National Television Award and a TRIC award and is produced by Shiver Productions for ITV.