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.
Previous Battersea campaigns have focussed on the relationship between pets and owners, highlighting how much both sides rely on one another.