45%
Increase in Media Coverage
3M
Social Impressions
200+
Media Placements
Disrupting the pet food market by championing sustainable, meat-free dog food
Discover how Wild Earth, a trailblazer in sustainable pet food, transformed industry perceptions and gained market traction with new content to PR strategies and on-trend media outreach.
The Brief
Wild Earth, a pioneering company in the pet food industry, aimed to revolutionize dog food by introducing meat-free, sustainable options. Faced with an industry plagued by recalls, contamination, and ethical concerns, Wild Earth sought to position itself as the go-to brand for nutritious, safe, and environmentally-friendly dog food. The challenge was to educate the market, differentiate from traditional brands, and create a compelling narrative that resonates with both pet owners and the media.
The Execution
To achieve Wild Earth’s ambitious goals, we implemented a dual-sided PR and content strategy:
Development of a PR Editorial Calendar: We established a detailed editorial calendar to synchronize content creation and media outreach with key industry events and milestones.
Market Research and Data Reports: We conducted data studies to provide factual backing to our claims and to generate newsworthy content that could be used in pitches and articles. This data-driven approach reinforced Wild Earth’s credibility and authority in the market.
Story Idea Creation and Content Development: Our team crafted compelling story angles highlighting Wild Earth’s unique value propositions, such as their commitment to sustainability, innovative meat-free formulations, and the health benefits of their products. We created content that addressed industry pain points and positioned Wild Earth as a leader in pet nutrition.
Media List Building and Pitch Writing: We curated targeted media lists and developed personalized pitches to engage journalists, bloggers, and influencers in the pet care and sustainability sectors. Our pitches emphasized the urgent need for innovation in pet food and Wild Earth’s role in addressing this need.
Rapid Media Pitching and Monitoring: We executed a rapid and strategic pitching campaign to secure maximum media coverage. Continuous monitoring allowed us to adapt our approach and optimize results.
The Result
Our strategic efforts resulted in significant media attention and market engagement for Wild Earth. Though the brand was not a household name, we achieved coverage in CNBC and Fast Company by capitalizing on a new food trend. Within the campaign period, we secured over 200 media placements in top-tier publications and influential pet care blogs. The social media impressions soared to 3 million, and the overall media coverage increased by 45%. This widespread visibility not only raised awareness about Wild Earth’s innovative products but also positioned the brand as a thought leader in the sustainable pet food market.
Through our targeted PR and media strategies, Wild Earth successfully disrupted a stagnant industry, paving the way for a more sustainable and health-conscious approach to pet nutrition.
