In This Issue
Handiscoop fails to impress in the Dragons' Den
Pet food firm launches £250,000 crowdfund exercise
Spoof Christmas video doubles sales for Pooch & Mutt
Animology reaches 250,000 milestone on Facebook
Pet product inventors get chance to pitch to major retailer
Bents wins major pet award for fantastic Christmas display
New pet start-up Kittyrama launches 'cat-friendly' collars
Demand for pet products containing hemp extract rises
Get your own copy of Pet Trade Xtra
Pets at Home appoints ex-Screwfix executive as Operations Director
Johnson's launches larger size of Aloe Vera Shampoo
Giving pets a purr-fect start to the New Year
Retail business owners urged to beat burst pipe misery as Britain prepares for the big freeze
Dogs get arthritis too – and now’s the time to look out for it
Council dog mess DNA database pooh-poohed
CONTACT US NOW
Find out how Pet Trade Xtra can help to promote your business and products.



Contact neil.pope@tgcmc.co.uk for all editorial matters.

Pictured: There are some advantages of working from home...Neil gets instant hugs from Billie-Jean, the Lancashire Heeler.

Call ben.greenwood@tgcmc.co.uk to discuss advertising and sponsorship opportunities.
Spoof Christmas video doubles sales for Pooch & Mutt


Pooch & Mutt’s video, parodying the John Lewis Christmas advert, has had over 1 million views and 8.9k shares on Facebook. It surpassed all other independent pet food brand campaigns on social media in the UK and led to their Christmas range selling-out nationwide.

Pooch & Mutt have had huge success combining special edition Christmas products with viral marketing. They launched two limited edition Christmas dog treats – The “Christmas Dinner with No Sprouts” launched in late October and the “Triple-Tier Dog Treat Tin” launched in November.

The launch was backed by a ‘Spinal Tap’ inspired mockumentary parodying a larger brand’s Christmas campaign.

Pooch & Mutt’s founder Guy Blaskey commented: “I saw that one of the biggest ads of the year featured a dog and knew this was going to be the Christmas year of the dog, and that we had to do something about it. We teamed up with a top international production company, writer and director and developed the idea into a mockumentary, inspired by Spinal Tap and The Office.

"Our focus was to give people what they wanted; for the audience that meant something that they actively wanted to watch and share, for the little girl that meant getting on the trampoline and for the dog that meant some healthy, tasty treats.”

The video soared to half a million views on Facebook within the first few days of its release and is currently sitting at 1.2 million views, 8.9K shares and over 9K likes. It caught mainstream media attention and was featured in GQ magazine, on MTV and voted number one parody of the John Lewis Christmas advert by international publication PR Week.

The critical and popular acclaim achieved by the video led to sell out sales of Pooch & Mutt’s Christmas range.The success represented the company’s seventh successive year of growth in sales.

Guy Blaskey added: “2016 has been a significant year for Pooch & Mutt, with the award-winning success of our new grain-free treats as well as the introduction of special edition Christmas products.

"It is particularly pleasing to see us reaching a new sales record. The video has been a fantastic marketing tool that has helped us achieve amazing results. Special thanks must go to the production company and the Pooch & Mutt team for delivering such a successful campaign, not forgetting Bengo the Boxer, the star of the ad! We're now entering 2017 with continuing confidence in the business and look forward to another year of the dog.”
Facebook Twitter LinkedIn
Email Newsletter Software by Newsweaver