Pitch

CAMPAIGN PITCH“Cheese Obsession”
Client: FeeDog
PR Agency: PRemier
Spokesperson: Natalia Glushkova
March 25th, 2010
FeeDog
European PR Agency

Rationale
Challenge
Promotion of healthy dogs’ eating to the pets’ owners in the UK.
Audience
Dogs’ owners and their families in the UK
Problem
dramatic increase in dogs’ weight in the UK;
doubtful quality of commercial dog food;
dogs’ eating behavior.
European PR Agency

Objectives
raise awareness about the scale of dogs’ obesity;
introduce the ChedDog Light cheese for dogs;
improve dogs’ well being;
increase dogs’ quality food consumption;
reduce the number of overweight dogs in the UK:
educate pets’ owners,
change their feeding behavior,
modify dogs’ eating habits;
raise money to support the PDSA, the PetAid charity.
European PR Agency

Message
ChedDog Light:
C = cheerful
H = healthy
E
E
S = strong
E = emotional
> = doubleenergetic
European PR Agency

Creative idea
Series of “Cheese Obsession” viral videos:
dogs’ obesity problems
real dogs’ changes testimonials
stories of the new healthy life
ideal four-legged human friend
ChedDog cheese promotion
“Slim and save your dog” competition results
European PR Agency

Strategy
Press Pack
Social Media:
FeeDog website – campaign page
YouTube
Facebook
Twitter
Target blogs
SEO
RSS + Bookmarking
European PR Agency

Cheese Obsession 1http://www.youtube.com/watch?v=hHumekhLHzU

Cheese Obsession 2http://www.youtube.com/watch?v=aBZfJadyR2Q

Pitch

by nougattiny on Mar 26, 2010

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Pitch — Presentation Transcript

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