The most clicked item in Pet Trade Xtra during the year was a short video by award-winning company PARK LiFE to demonstrate how one of its treats – Fris-Bix – lived up to its name.

Fris-Bix won a Best New Product Award at the Glee show at the NEC in Birmingham in June, creating lots of interest from visiting buyers at the trade show.

PARK LiFE’s founder Richard Marles said: “We were inundated with potential customers at the event asking us to demonstrate the product. But it's difficult to throw a Fris-Bix in a crowded trade show, so we decided to have a video made to showcase how far they can fly.”

Richard recruited the services of Dublin video maker Hedgehogs vs Foxes, who shot the film at PARK LiFE’s HQ in Ireland overlooking Ballykeeran Lough on the outskirts of Athlone.

“The dogs had a great time catching Fris-Bix all afternoon,” said Richard.

He used the video to promote Fris-Bix on social media platforms, as well as replaying it on the PARK LiFE stand at PATS Telford in September.