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Inside Dreamies partnership with the LGBT Foundation


By Awards Analyst, writer

December 8, 2022 | 4 min read

Cirkle for Dreamies won at The Drum Awards for PR 2022 for Best Corporate PR. Here, we find out how the agency executed the ‘Life Partners’ campaign.

Dreamies 'Life Partner' campaign

Dreamies 'Life Partner' campaign

71% of the LGBT community own a pet – a higher proportion than any other group the LGBT community also suffered greatly with their mental health during the Covid pandemic. With this in mind, Mars Petcare-owned brand Dreamies partnered with the LGBT Foundation to help LGBT pet owners battling mental health struggles.

The brief

Dreamies tasked Cirkle to deliver a brand-purpose campaign that was built on research that 52% of LGBT people experienced depression during the pandemic and 42% said they felt life wasn’t worth living.

The idea

The first stage of the project was to identify the right charity that would deliver tangible mental health support. The LGBT Foundation was picked for being one of the few organizations able to offer widespread support that could cope with the campaign being pushed out to 7 million packs of Dreamies.

With the partnership in place, Dreamies updated 7 million packs with the LGBT Foundation logo, and messaging and put the LGBT Foundation helpline number on the updated products. The research was then distributed to the media and a number of LGBT Foundation spokespeople were put up for press interviews to discuss.

In-store boards were erected to promote the message in multiple touchpoints including at shop entrances, end of the aisles, and within the petcare section of stores. The initiative was supported by a digital advertising campaign directing audiences to a microsite. Internally, Mars Petcare reviewed its policies, producers, and documents for LGBT+ inclusivity as well as launched training and awareness modules.

The results

When the partnership with the LGBT Foundation went live Dreamies registered a 300% uplift in social engagement. The charity saw a 46% uplift in calls to its helpline offering support to more than 350 additional people. The campaign reached 3.6m and based on its success was renewed for another year.

Assistant director of self-generated income at LGBT Foundation, Debra Nixon, said of the campaign: “What really impressed us about Mars Petcare is their desire to really make a difference to the lives of LGBT+ people, both within its business and outside of it. It’s clear that promoting LGBT inclusion isn’t just a box-ticking exercise for them or a way of reaching targets; it’s something they want to make a core component of how they operate as a business, all day every day.”

This campaign was a winner at The Drum Awards for PR 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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