Hollings Pet Treat – Building a networks of partnerships

We were delighted to start working with Hollings, our pet treat client in September 2024. We were briefed to create a campaign working with partners relevant to the brand using product as our collateral – this is where our ability to create and build relationships with wider influential organisations which matter to our clients really pays off.

We then targeted dog publications, charities and brands Hollings had worked successfully with before as well as dog events and pet insurance companies. During the length of the project, we agreed seven partnerships which met our KPIs and reached a great cross section of dog owners.

Here is a flavour of the activity we agreed with our Hollings partners:

Edition Dog – multimedia activity including new subscription gifts, editorial in the magazine, online editorial and a presence in Edition Dog Newsletters. The digital activity included, where possible, an opt in to the Hollings mailing list, therefore increasing the reach of their own communications with subscribers. The response has been excellent so far with more than 3,000 people viewing the Stress free Christmas feature on the Edition Dog website, 3,500 visiting the landing page for a competition in the newsletter and new subscribers loving their gift box so much they even sent pics of them! (Spot the Hollings Treats)

Ruff and Tumble – agreed one pack of treats to be given away with every sale and a presence in their newsletter for both Hollings and Ruff & Tumble to promote mutual special offers.  This was the most perfect partnership for the brand putting the product slap bang into Hollings target audience’s hands.

Horse & Rider Giveaway – so many horse owners have dogs so we targeted a high profile equestrian magazine to take the Hollings message to them. The giveaway received 2,732 entries and over 570 opt ins for subscription to the Hollings newsletter.

Crufts Goody Bags insertion – targeted at 10,000 visitors to Crufts to include a bag of Hollings Treats plus a leaflet with a special offer code.  The goody bags sold out within the first two days of Crufts and were hugely popular with visitors.

Our client at Hollings is very pleased to date with the project and as a result has extended the contract. We continue to work with some of the partners on an ongoing basis – and yes, the team’s pets have benefited greatly from trying out many of the products!