We supported a very important campaign for our client, British Horse Feeds, over Autumn and Winter 2024 focussing on Equine Gastric Ulcer Syndrome, a condition which affects mostly performance horses but also many ordinary leisure horses – so an issue of interest to all horse owners. As one of the first steps, Coate PR liaised with and briefed British Horse Feeds’ graphic designer on the concepts for the creatives for this campaign. The campaign covered advertising, advertorial, editorial, website blogs, social media, newsletters and ambassador activity. Coate PR also wrote a downloadable guide which was promoted to end users and the trade to provide a more in depth look at and understanding of Gastric Ulcers.  The client also worked with the trade using posters, training and education to help the retailers ‘do their bit’ for the campaign.

The Unbeetable Gut Feeling campaign appeared in the following publications in print and digital formats: Equestrian Business, Equestrian Trade News, Your Horse, Horse & Rider, British Showjumping Magazine, British Eventing Magazine, Rider Magazine (Riding Clubs), HorseQuest and Racing Ahead. QR codes were used in print publications to encourage quick and easy access to the Gastric Ulcer download guide and trackable links were attached to all digital activity to capture click through rates and downloads.

Social media coverage was also part of the campaign, with consistent messaging across Facebook and Instagram to the target audience. From content that explained the basics of Gastric Ulcers to top tips for how to manage a horse’s diet. This content linked through to the Fibre-Beet product page, to download the guide or to specific blogs that had been created by Coate PR.

Ambassadors were encouraged to get involved with the campaign and were given graphics and key information to share to their own audiences in innovative and educational ways. In addition, captivating copy was drafted and distributed through the end user and trade email databases to further raise awareness, to support trade customers in selling Fibre-Beet and provide more detailed educational content to horse owners.

The key message of the campaign was to help people understand that British Horse Feeds’ Fibre-Beet product was suitable for all horses including those diagnosed with Gastric Ulcers and that by feeding it, owners, riders, trainers and producers were providing a safe feed which supported the all-important healthy gut function in every type of horse.

Cover image by Jasmine Punter Photography.