Client: Harringtons
‘Yorkshire Embassy’ PR & social media campaign
25.2m
views on TikTok
100%
brand mentions in earned media & broadcast
1.4m
estimated coverage views
From major-player global-manufacturers to kitchen-table start-ups, the pet food category is everso competitive – all the more reason to invest in a distinctive, memorable PR campaign.
For our dog food client Harringtons, alongside the launch of a new above-the-line campaign - introducing their down-to-earth, straight-woofing mascot ‘Yorkshire Terry’ – we were eager to fetch a fame PR activation that would get tails wagging, tongues dribbling and earn the brand awareness they deserved.
This creative PR stunt earned pet parents’ affection, landed brand-building earned media coverage, high-reach broadcast spots and some TikTok notoriety.
The brief
Bottle deliver a combination of Fame and Findability for Harringtons in the always-on digital PR objectives.
But our singular goal for this campaign was to drive fame in PR channels to make Harringtons better known, more distinctive, relevant, and memorable to a target audience of young, urban, cost-conscious dog parents, delivering impactful earned media coverage.
Creativity & execution
Bottle’s Creative Process starts with research – turned into ‘stimulus’. And for this brief – all things Yorkshire. The cultural hooks, the icons, the celebs, the tropes, the dialect – anything that instantly transports the audience to the home of Aunt Bessie and Arctic Monkeys. From the stimulus, one line stood out: “God’s Own Country”.
We immediately imagined Yorkshire Terry being appointed as the Harringtons Ambassa-dog, on a diplomatic mission to bring the natural, no-nonsense taste of God’s Dog’s Own Country to city-dwelling canine-communities over the Yorkshire border.
After 5 attempts at securing a stately location in central London, we found our Embassy. We produced (edible) passports that could be stamped and the capital’ s dogs granted dual gnash-ionality.
Our pre-publicity pitches - and journo and influencer invites - scored a big extra hit – with ‘The Yorkshire Vet’ offering to film an episode of the TV programme on location at the Yorkshire Embassy. Woof.
Results & impact
We exceeded all client fame KPIs and have scooped up two industry award shortlists.
Earned media:
15 pieces of coverage across national, regional and lifestyle titles, that delivered on the brand prominence that we hard-wired into the picture story. This splash delivered 1.4m estimated coverage views.
Social media:
Dog-fluencers, like @pepethelongpup, helped to accelerate number of eyes across social channels – including 1.2m reach on Facebook and Instagram, plus 25.2m views on TikTok.
Broadcast:
Our spot on a spring episode of the Yorkshire Vet was seen by an average 1.27m viewers, whilst the shout out on BBC Radio York was heard by an average 56k listeners.
Looking for a touch of fame to raise your brand profile?
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