Member Article

Pet food brand Lily’s Kitchen appoints The Specialist Works to lead OOH campaign ‘Power of Proper Food’

Independent media agency for dynamic growth brands, The Specialist Works, has been appointed by pet food brand Lily’s Kitchen, to lead an OOH campaign focused on bringing awareness to the ‘Power of Proper Food’ for next generation pet parents.

Launched on 3rd October, the campaign was developed to emphasise the importance of proper nutrition for pets and the joy of sharing family mealtimes with your four-legged friend.

The multi-channel media campaign will run throughout October and includes OOH, podcast and radio activations, in addition to a key social content collaboration with food media platform Mob Kitchen.

Having identified the campaign’s key demographic as 25–44-year-old pet owners, The Specialist Works created a strategic plan to reach this audience segment in relevant, quality environments, through timely and consistent communications in the moments that matter to pet parents.

The OOH creative was produced in-house by Lily’s Kitchen and features cats and dogs – including some team pets – with their favourite Lily’s Kitchen products.

The Specialist Works worked with What’s Possible Creative Studio to develop audio creative, which has been programmed on popular radio and podcast shows such as Hits Radio, Absolute 90s and Kiss, while the podcast campaign debuted on James Acaster and Ed Gamble’s ‘Off Menu’ and will continue to run throughout October on ‘How to Fail’, ‘The Doctor’s Kitchen’ and ‘The Secret To…’.

‘The Power of Proper Food’ is a disruptive campaign for millennial pet parents which emphasises that good, nutritious food not only brings the family together, but fuels pets to live their best lives.

Commenting on the campaign, Laura Butter, Group Client Director at The Specialist Works said: “Lily’s Kitchen is a dynamic brand at an exciting stage in its journey of transformation and growth. They understand the value of a disruptive media strategy to appeal to the next generation of pet parents and we are delighted to have been selected to plan this media campaign and look forward to seeing the impact on their brand. “

Charlotte Henderson, Marketing Manager at Lily’s Kitchen said: “We understand that to attract millennial pet parents, we need to be where they are. To achieve our large-scale out-of-home campaign, the team at The Specialist Works were ideal partners. They’ve helped us execute a really fun and disruptive campaign that speaks to and connects with our key demographic across multiple touch points. We are thrilled with the results so far and look forward to following the activations throughout October”.

This was posted in Bdaily's Members' News section by Business News .