Behind the Scenes with Animal Journalists

Animal journalists go behind the scenes at Battersea Dogs & Cats home for a series of heartwarming ads that look at how the shelter works. Via the Drum:

Battersea Dogs & Cats Home has partnered with Karmarama to produce a brand campaign designed to raise awareness of its tireless work in rescuing and rehoming unwanted pets.

Commencing on Friday (6 April) and running throughout May the multi-channel campaign, ‘Behind the Scenes at Battersea’, tackles its difficult subject matter with a light-hearted tone, singling out Peanut the dog and Misty the cat for particular affection.

Described as Britain’s first ‘animal journalists’ the four-legged duo take a starring role in a 30-second TV ad as they document the they document the high standards of care that occupants can expect to receive under Battersea’s care, with on-site facilities including a vet, activities centre and training grounds.

Sarah Matthews, director of marketing and commercial at Battersea said: “This exciting Battersea re-homing and awareness campaign aims to reflect the incredible unconditional care our experienced staff provide to every dog and cat that comes through our doors.

“When you re-home a Battersea animal, they come safe in the knowledge that they’ve had a full Battersea MOT, that can never be achieved online.”

This will be augmented by further mini-episodes hosted on the Battersea website as part of a media strategy which also encompasses digital out-of-home and social. Media buying and planning was handled by Manning Gottlieb OMD.

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