TV chef and actress Lisa Faulkner has been recruited by Royal Canin to help drive brand awareness and education about pet ownership and feeding habits.

Royal Canin appointed consumer PR agency Full Volume to devise and deliver the campaign and broker the partnership with Lisa Faulkner. It also commissioned research to look in to the feeding habits of 2,000 UK dog owners, engaging with Lisa Faulkner to discuss the research and promote Royal Canin Canine Care Nutrition’s key messaging across media titles and broadcast outlets. 

Lisa was joined by Hannah Poile, Royal Canin's Scientific Communications Manager and brand spokesperson, for a studio day that resulted in 158 radio station mentions for the campaign - equating to a pet owner reach of  39.5 million! With TV opportunities also secured, and second and third phases of the campaign to be implemented across the summer, the opportunities to educate pet owners are huge.

Roma Wilcox, Retail Marketing Executive at Royal Canin, commented:

“The campaign research is really shocking, as it shows the lack of awareness we have as pet owners of our pet’s nutritional needs and how their needs differ from our own - and why would we, we love our pets so why can’t we treat them?

"The big take out for me was that on average we are overfeeding our dogs 54,000 calories every year (on top of their normal diets) which is just crazy when put in to context. It highlights that people who do this aren't alone, but we all need to be more careful in future. We were also very pleased to work with Lisa Faulkner to deliver such important messages and promote responsible pet ownership. As a brand our first port of call is to put the dog or cat first and the Canine Care Nutrition range really supports this philosophy – not only helping dog health but also ensuring pet owners can be confident in their animal’s wellbeing by feeding Canine Care products to their dog.”

The Canine Care Nutrition range is a specialised range of complete and balanced nutritional solutions available in both dry and wet formats. Each product is dedicated to a specific care target where the right nutrition can really make a difference in maintaining health. The range is informed and supported by extensive internal research, and targets eight specific sensitivities; digestion, skin, coat, weight, bone and joint, dental and urinary health, as well as a product tailored to the nutritional needs for dogs post neutering.

Picture shows: Lisa Faulkner (left) and Hannah Poile (right).