The Specialist Works nets Lily’s Kitchen pet food blitz

Independent media agency The Specialist Works has been appointed by pet food brand Lily’s Kitchen to lead an OOH campaign focused on bringing awareness to the “Power of Proper Food” for next generation pet owners.

Launching this month, the campaign has been developed to emphasise the importance of proper nutrition for pets and the joy of sharing family mealtimes with your four-legged friend.

The multi-channel media campaign will run throughout October and includes OOH, podcast and radio executions, in addition to a key social content collaboration with food media platform Mob Kitchen.

Having identified the campaign’s key demographic as 25- to 44-year-old pet owners, The Specialist Works created a strategic plan to reach this audience segment in “relevant, quality environments”, through timely and consistent communications in the moments that matter to pet owners.

The OOH creative has been produced in-house by Lily’s Kitchen and features cats and dogs – including some team pets – with their favourite Lily’s Kitchen products.

The Specialist Works worked with What’s Possible Creative Studio to develop audio creative, which has been programmed on popular radio and podcast shows such as Hits Radio, Absolute 90s and Kiss, while the podcast campaign debuted on James Acaster and Ed Gamble’s ‘Off Menu’ and will continue to run throughout October on ‘How to Fail’, ‘The Doctor’s Kitchen’ and ‘The Secret To…’.

Lily’s Kitchen marketing manager Charlotte Henderson said: “We understand that to attract millennial pet owners, we need to be where they are. To achieve our large-scale out-of-home campaign, the team at The Specialist Works were ideal partners.

“They’ve helped us execute a really fun and disruptive campaign that speaks to and connects with our key demographic across multiple touch points. We are thrilled with the results so far and look forward to following the activations throughout October.”