Just three months after its launch, Royal Canin’s Urban Life, for dogs living in cities and towns, is already being stocked by over 80 specialist pet retailers, and has been supported by activities reaching over 44 million potential customers.

Urban Life and Agility 4100 are part of a new Lifestyle Health Nutrition range, tailored for the specific needs of urban dogs and sporting dogs respectively.

Retail marketing manager Gemma Duffield says: “We have been delighted by the response, which makes it clear that urban dog owners are prepared to seek out the right nutrition for their pets, supporting Royal Canin’s philosophy to put the animal first. The specialist pet trade has recognised that Urban Life is another innovative asset, unique on the market, for their business.”

The support package behind Urban Life was designed to target town and city dwellers in particular, using local radio advertising during the morning and evening rush hours and daytime, electronic billboard advertising at commuter stations, and promotions in five major shopping centres to increase awareness and encourage dog owners into the specialist pet trade to get the product. Urban Life was also the centre of attention on Royal Canin’s stands at the National Pet Show and Discover Dogs.

Outdoor media alone reached over 41 million people, while radio activity in conjunction with Heart FM reached 2.4 million potential customers in urban areas.  Competitions also increased awareness, with a Toyota Yaris (ideal for urban motoring) won by a West Country customer, and a dog friendly holiday and a year’s supply of dog food being won by a customer in Blackpool.

Retailers who took part in the launch were also rewarded – Oliver Hutchings of Totally Pet in Walsall won a London theatre break for two, while Barbara Nottage from Longacres Garden Centre in Bagshot, Surrey who is stocking both Urban Life and Agility 4100 won a two night weekend break to Paris.

The campaign was backed up with a pre-recorded training seminar for retailers, featuring Royal Canin training manager Vikki Haydon V.N Cert SAN, and a live event with Dr Fabienne Dethioux DVM, MRCVS looking at the stress of modern life for dogs.

Gemma comments: “We are determined to maintain the momentum and excitement for this new product, which offers the specialist pet trade a new and exciting way to differentiate themselves and enhance their expertise.  Everything we do is designed to bring customers into the pet trade, which is YOUR opportunity to turn them into a customer for life.”

Dogs living in towns and cities are exposed to oxidative stress due to pollution in their environment, and can also be under stress from the noise, traffic and crowds they encounter every time they leave their home. 

Urban Life contains an exclusive blend of antioxidants to help combat oxidative stress, while specific fish proteins help support good brain function in the intense environment of the town or city. 

Designed for Junior, Adult and Senior dogs, the range is divided into two segments – small dogs up to 10kg, and large dogs between 11-44kg.  Available in both kibble and chunks in gravy format, URBAN LIFE is a unique nutritional innovation for urban dogs.

For more information, speak to your Royal Canin Retail Business Manager, visit www.royalcanin.co.uk, or call 0845 300 5011.