Burns Pet Nutrition

Strategy

Our mission is to continuously influence growth of Burns brand awareness and customer penetration in the Irish market. We developed a layered, integrated communications campaign to broaden our consumer reach. Tailored messaging for Ireland and NI is central to our campaign strategy in implementing consumer and stakeholder campaigns in both bought and earned media across broadcast, print, online and influencer engagement.

Having worked with Burns for the last three years, we have developed a number of campaigns for the brand, spanning across three different pet food ranges including dog, puppy and cat food. We have recently launched a campaign for Burns Dog Wet Food – which had already been introduced to the Irish market, however lacked an official launch.

For this campaign we executed a targeted influencer engagement campaign – building off our existing Burns influencer tribe while acknowledging that this campaign needed a slightly different focus. This involved a series of influencer partnerships, and a PR drop which encouraged snap and share on social media that then populated the Burns Ireland Instagram with engaging, organic content.

Additionally, we developed a series of local regional advertorials, highlighting the product while targeting the demographics that are not reached through the influencer engagement, as our team is aware of the strength of these publications.
We work closely with the Sales team in Ireland, tailoring activations with trade customers in retail and Vet clinics.