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Case Study.
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| Yarrah Organic Pet Food |
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| Yarrah Organic Pet Food, based in Holland, recruited The Alternative PR Concept to raise the profile
of its healthy organic range of canned and complete pet food in the UK. |
The brief was two pronged:
- To raise awareness and sales from the pet retail sector.
- To increase awareness and interest from the pet-owning consumer.
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| The agency established a campaign to the pet trade based on a series of introductory offers
combined with an underlying message based on the quality and moral ethics involved in the production of the products. |
| To the consumer the main message was one of 'healthy eating for pets' which capitalised on the
health benefits of organic and highlighted animal welfare issues. |
| Feature articles exploring the benefits of organic pet food were produced and placed in pet,
business to business and women's media. |
| Visibility in Natural Product News, in the form of a company profile, was remarked on by one of
the main buyer's from Sainsbury's and created a platform of awareness of Yarrah prior to sales meeting. |
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