Pet & Animal

Don’t chase your tail... or anyone else’s.

To some, pets, their care and their foods are an industry.

But we understand that pets are more; they’re family members, even celebrities.

The Pet & Animal team feels the same passion as pet parents do toward animals and we understand how that impacts consumer behavior. And that’s why no agency has more experience across pet foods and snacks, veterinary care, retail and online leadership than Coyne PR.

From integrated campaigns to raising health awareness to handling a crisis, the Pet & Animal team helps you unleash the most effective solution!

National Canine Research Council

Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.

Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.

Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.

Reaching A National Audience With Police & Dog Encounter Training Series

Issue: In early 2014, the National Canine Research Council (NCRC), in partnership with Safe Humane and the U.S. Dept. of Justice Office of Community Oriented Policing Services (COPS), released a new video training series for law enforcement to address the problem of police and dog encounters, which too often result in lethal force against the animal. However, following a lightly-attended press conference and no media coverage of the series, NCRC let go of their previous agency and turned to Coyne to elevate the video series to a level of national awareness among law enforcement agencies and the masses.

Idea: NCRC research showed that more than half of intentional police shootings nationwide involve animals, most often dogs. Shining a spotlight on the prevalence and scale of the issue, while leveraging recently reported incidents to communicate the emotion of the situation, NCRC and Coyne created a targeted media relations campaign with the goal of raising awareness through national media coverage. The program kicked off with great success, as Coyne secured an Associated Press article featuring an interview with NCRC executive director Stacey Coleman, accompanied by a nationally distributed AP video featuring excerpts of the video training series. Efforts continued after the story’s release, capitalizing on the numerous dog-shooting incidents reported daily through media outreach in local markets offering the video series as the solution.

Impact: In four short months, Coyne successfully secured national and local media coverage for NCRC’s video training series, including MSN.com, Yahoo! News and USA Today Online, garnered 565 million media impressions with 98 percent featuring NCRC spokespeople quotes. Police departments immediately embraced and praised the videos, and prompted website traffic to increase by 708% and the video series reached 9,000 views, up from 2,000 three months prior.

Meow Mix Cat Food

Issue: Meow Mix asked Coyne PR to help reintroduce the world to the iconic Meow Mix jingle, which was returning to television after a 16-year hiatus.  

Idea: An entire generation has grown up without hearing the famed “meow, meow, meow, meow” lyrics, so to make a splash, Coyne PR turned to pop culture for its inspiration.  The Voice’s CeeLo Green and his Persian cat Purrfect signed on to remix the new jingle and help raise money for cats in need along the way.

Impact: In just the first four days, the campaign generated more than 190 million media impressions, with highlights including Access Hollywood, Associated Press, Yahoo! Music, MSN Entertainment, “Today Show” ‘Animal Tracks’ blog, and was featured on the season finale of The Voice.  The remix was downloaded more than 10,000 times in less than a week.

A Purr-fect Fit with CeeLo Green

Issue: Meow Mix asked Coyne PR to help reintroduce the world to the iconic Meow Mix jingle, which was returning to television after a 16-year hiatus.  

Idea: An entire generation has grown up without hearing the famed “meow, meow, meow, meow” lyrics, so to make a splash, Coyne PR turned to pop culture for its inspiration.  The Voice’s CeeLo Green and his Persian cat Purrfect signed on to remix the new jingle and help raise money for cats in need along the way.

Impact: In just the first four days, the campaign generated more than 190 million media impressions, with highlights including Access Hollywood, Associated Press, Yahoo! Music, MSN Entertainment, “Today Show” ‘Animal Tracks’ blog, and was featured on the season finale of The Voice.  The remix was downloaded more than 10,000 times in less than a week.

Canine Assistants

Issue: Canine Assistants is a non-profit organization that provides service dogs to children and adults with physical disabilities.  In order to provide more dogs to people in need, the organization looked to Coyne PR to increase awareness and motivate people to donate.  Additionally, Canine Assistants founder, Jennifer Arnold, was looking to establish herself as a pet expert in order to give the organization a greater voice within the industry.

Idea:  Coyne PR developed a comprehensive media strategy for Canine Assistants which included opportunistic, proactive and reactive media outreach throughout the year. Coyne utilized the resources of Canine Assistants, including positioning founder and executive director Jennifer Arnold as an expert in the animal community, as well as focused local market attention on the Canine Assistants recipients.  In addition, Coyne leveraged the organization’s 20th anniversary to encourage media outlets to highlight the charity. 

Impact: The organization was highlighted on the “Making a Difference” segment on NBC Nightly news with Brian Williams. Interviews with founder Jennifer Arnold and a recipient’s family were highlighted throughout the segment. Following the airing, Canine Assistants received more than $60,000 in donations that were traced back to the “Nightly News” segment – more than they have ever received in a single day. Additionally, Jennifer Arnold was featured on the White House blog as a woman making a difference in America.

Making a Difference

Issue: Canine Assistants is a non-profit organization that provides service dogs to children and adults with physical disabilities.  In order to provide more dogs to people in need, the organization looked to Coyne PR to increase awareness and motivate people to donate.  Additionally, Canine Assistants founder, Jennifer Arnold, was looking to establish herself as a pet expert in order to give the organization a greater voice within the industry.

Idea:  Coyne PR developed a comprehensive media strategy for Canine Assistants which included opportunistic, proactive and reactive media outreach throughout the year. Coyne utilized the resources of Canine Assistants, including positioning founder and executive director Jennifer Arnold as an expert in the animal community, as well as focused local market attention on the Canine Assistants recipients.  In addition, Coyne leveraged the organization’s 20th anniversary to encourage media outlets to highlight the charity. 

Impact: The organization was highlighted on the “Making a Difference” segment on NBC Nightly news with Brian Williams. Interviews with founder Jennifer Arnold and a recipient’s family were highlighted throughout the segment. Following the airing, Canine Assistants received more than $60,000 in donations that were traced back to the “Nightly News” segment – more than they have ever received in a single day. Additionally, Jennifer Arnold was featured on the White House blog as a woman making a difference in America.

Bayer Animal Health

ISSUE: Every year, Bayer Animal Health hosts the International Companion Vector-Borne Disease (CVBD) Symposium, which invites a group of scientific thought leaders to discuss the current CVBD findings as well as future trends. CVBD refers to diseases that are transmitted to pets by blood-feeding ectoparasites like ticks, fleas, mosquitoes and sand flies, such as Lyme disease, heartworm disease, Rocky Mountain spotted fever, babesiosis and leishmaniasis. Coyne was tasked with generating consumer awareness for vector borne disease timed to the annual symposium in Miami, Fl.

IDEA: Coyne knew most pet owners do not understand the term “vector borne disease” and many do not even know their pets can get diseases from parasites. To create mass awareness for such a complex topic, Coyne proposed explaining it in a way that even a child could understand – through a partnership with the iconic Clifford the Big Red Dog®. Coinciding with the annual symposium, Bayer Animal Health created a limited-edition distribution of Clifford Goes to the Doctor, a story that teaches children how to properly care for their pets. To unveil the limited-edition book, Coyne arranged for Bayer and Clifford the Big Red Dog to visit the Coral Park Elementary School in Miami for a special reading in conjunction with the symposium and for students throughout the Miami-Dade School District to receive copies of Clifford Goes to the Doctor to take home.

IMPACT: By aligning with an iconic children’s character and presenting the topic in a family friendly format, Coyne was able to share information on CVBD in a relevant and digestible way for the target audience. Through a comprehensive media relations strategy surrounding the book launch and corresponding symposium, Coyne generated further consumer awareness for CVBD. Coverage for the Clifford partnership and symposium spanned national and regional outlets focusing on pets, parenting and general lifestyle including a segment on NPR and a feature story in the Miami Herald.

Creating CVBD Awareness with Clifford the Big Red Dog

ISSUE: Every year, Bayer Animal Health hosts the International Companion Vector-Borne Disease (CVBD) Symposium, which invites a group of scientific thought leaders to discuss the current CVBD findings as well as future trends. CVBD refers to diseases that are transmitted to pets by blood-feeding ectoparasites like ticks, fleas, mosquitoes and sand flies, such as Lyme disease, heartworm disease, Rocky Mountain spotted fever, babesiosis and leishmaniasis. Coyne was tasked with generating consumer awareness for vector borne disease timed to the annual symposium in Miami, Fl.

IDEA: Coyne knew most pet owners do not understand the term “vector borne disease” and many do not even know their pets can get diseases from parasites. To create mass awareness for such a complex topic, Coyne proposed explaining it in a way that even a child could understand – through a partnership with the iconic Clifford the Big Red Dog®. Coinciding with the annual symposium, Bayer Animal Health created a limited-edition distribution of Clifford Goes to the Doctor, a story that teaches children how to properly care for their pets. To unveil the limited-edition book, Coyne arranged for Bayer and Clifford the Big Red Dog to visit the Coral Park Elementary School in Miami for a special reading in conjunction with the symposium and for students throughout the Miami-Dade School District to receive copies of Clifford Goes to the Doctor to take home.

IMPACT: By aligning with an iconic children’s character and presenting the topic in a family friendly format, Coyne was able to share information on CVBD in a relevant and digestible way for the target audience. Through a comprehensive media relations strategy surrounding the book launch and corresponding symposium, Coyne generated further consumer awareness for CVBD. Coverage for the Clifford partnership and symposium spanned national and regional outlets focusing on pets, parenting and general lifestyle including a segment on NPR and a feature story in the Miami Herald.

Pup-Peroni

Issue: As part of the integrated marketing process, Coyne PR was charged with increasing consumer awareness and brand loyalty by communicating the “Dogs Just Know” messaging and encouraging pet parents to celebrate the special non-verbal bond they share with their pups through a multi-layered, fully integrated campaign that would extend throughout the year.

Idea: Coyne PR developed “Wags, Not Words” to educate consumers about the importance of non-verbal communication and how their unspoken words impact their canine best friends. Coyne created a survey to explore the ways in which they communicate with their pups and how their non-verbal interactions differ from their human compawnions. The team leveraged third-party expert and body language professional, Patti Wood, to bring the “Dogs Just Know” message to life.

Impact: The Pup-Peroni “Wags, Not Words” campaign helped to generate awareness with more than 1,120 placements in broadcast, print and online and over 42.2 million media impressions. 

Wags, Not Words

Issue: As part of the integrated marketing process, Coyne PR was charged with increasing consumer awareness and brand loyalty by communicating the “Dogs Just Know” messaging and encouraging pet parents to celebrate the special non-verbal bond they share with their pups through a multi-layered, fully integrated campaign that would extend throughout the year.

Idea: Coyne PR developed “Wags, Not Words” to educate consumers about the importance of non-verbal communication and how their unspoken words impact their canine best friends. Coyne created a survey to explore the ways in which they communicate with their pups and how their non-verbal interactions differ from their human compawnions. The team leveraged third-party expert and body language professional, Patti Wood, to bring the “Dogs Just Know” message to life.

Impact: The Pup-Peroni “Wags, Not Words” campaign helped to generate awareness with more than 1,120 placements in broadcast, print and online and over 42.2 million media impressions. 

9Lives

Issue: Coyne PR was charged with creating a campaign that would help reposition 9Lives cat food from a taste brand to a cat food that delivers advanced nutrition at a reasonable price point.

Idea: Coyne PR commissioned a survey that showed how little feline pet parents really know about cat health.  The results gave 9Lives a platform to educate consumers on the importance of proper cat nutrition.

Impact: The 9Lives Pet Parent Purrception generated 971 placements in broadcast, print and online outlets, resulting in more than 43 million media impressions including stories in outlets such as: the syndicated show “Better TV,” The Star-Ledger, The Richmond Post-Dispatch and Parents Magazine online.

A Pet Parent Purrception

Issue: Coyne PR was charged with creating a campaign that would help reposition 9Lives cat food from a taste brand to a cat food that delivers advanced nutrition at a reasonable price point.

Idea: Coyne PR commissioned a survey that showed how little feline pet parents really know about cat health.  The results gave 9Lives a platform to educate consumers on the importance of proper cat nutrition.

Impact: The 9Lives Pet Parent Purrception generated 971 placements in broadcast, print and online outlets, resulting in more than 43 million media impressions including stories in outlets such as: the syndicated show “Better TV,” The Star-Ledger, The Richmond Post-Dispatch and Parents Magazine online.

Milk-Bone

Issue: Milk-Bone has been the category leader in dog biscuits for more than 100 years — so long that the brand was entering into a dangerous territory – commoditization.  The brand looked to Coyne PR for a clear point of differentiation for Milk-Bone that would give consumers a reason to buy the product, instead of a discount brand biscuit.

Idea: Milk-Bone turned its marketing efforts toward raising the profile of Canine Assistants, the brand’s long-time charitable partner, which provides assistance dogs to people with disabilities. As part of the “It’s Good to Give” campaign, the Milk-Bone brand returned to television with its first advertisements in more than 10 years. Del Monte branched out into unchartered territory by agreeing to be the exclusive sponsor of a primetime PBS documentary, highlighting Canine Assistants and the incredible impact they have on the lives of people with disabilities. At each step of the overall integrated marketing campaign, Coyne PR was there to drive home the message of “It’s Good to Give” both effectively and efficiently. 

Impact: For this campaign, PR was judged not only by media impressions or comparative advertising equivalency, but also by the success of the documentary. Viewership for “Through a Dog’s Eyes” was 30 percent higher than the national average for a PBS primetime show; 113 percent above average in NYC, PBS’ toughest market; and more than 100 percent above in other large markets such as San Diego, Minneapolis and Orlando. The campaign generated 1,300 stories, garnering more than 1.03 billion media impressions.

It's Good to Give

Issue: Milk-Bone has been the category leader in dog biscuits for more than 100 years — so long that the brand was entering into a dangerous territory – commoditization.  The brand looked to Coyne PR for a clear point of differentiation for Milk-Bone that would give consumers a reason to buy the product, instead of a discount brand biscuit.

Idea: Milk-Bone turned its marketing efforts toward raising the profile of Canine Assistants, the brand’s long-time charitable partner, which provides assistance dogs to people with disabilities. As part of the “It’s Good to Give” campaign, the Milk-Bone brand returned to television with its first advertisements in more than 10 years. Del Monte branched out into unchartered territory by agreeing to be the exclusive sponsor of a primetime PBS documentary, highlighting Canine Assistants and the incredible impact they have on the lives of people with disabilities. At each step of the overall integrated marketing campaign, Coyne PR was there to drive home the message of “It’s Good to Give” both effectively and efficiently. 

Impact: For this campaign, PR was judged not only by media impressions or comparative advertising equivalency, but also by the success of the documentary. Viewership for “Through a Dog’s Eyes” was 30 percent higher than the national average for a PBS primetime show; 113 percent above average in NYC, PBS’ toughest market; and more than 100 percent above in other large markets such as San Diego, Minneapolis and Orlando. The campaign generated 1,300 stories, garnering more than 1.03 billion media impressions.

Snausages

Issue: After several quarters of decline, retailers threatened to pull the Snausages brand off shelves without immediate marketing support. The brand looked to Coyne to keep the brand relevant until it was re-launched with new positioning. With the competition having recently launched a national broadcast advertising campaign, continued support of the brand became critical to demonstrating to customers that Del Monte is committed to the Snausages brand.

Idea: To keep Snausages top-of-mind with consumers and capture share-of-voice from the compawtition, Coyne took the opportunity to leverage the media’s interest in the annual Iditarod Trail Sled Dog Race in Alaska and created the first ever “Snausages Man Sled Race” in Anchorage. Snausages, a brand known for its fun and playful personality, turned the Iditarod tradition on its “tail” by having humans and dogs switch roles for a good cause. In this race, the dogs barked the shots from the musher’s seat, while the humans pulled the sleds in a race across 75-yards of frozen lake to benefit local pet-related charities. The race was designed to highlight the special furiendship shared between dog and pet parent.

Impact: With a considerably smaller investment than that of a national advertising campaign and only three weeks turnaround, the Snausages Man Sled Race gained more than 1,400 stories, resulting in nearly 40 million media impressions. Key top-tier, national broadcast placements include “FOX & Friends,” “Wake Up With Al” on The Weather Channel and “First Take” on ESPN2. Additional broadcast highlights include placements in five of the top ten media markets, including New York, Los Angeles, Chicago, Philadelphia and San Francisco. Most importantly, the event showed Del Monte’s commitment to the brand and helped Snausages retain 100 percent distribution.

Turning Tradition on its Tail

Issue: After several quarters of decline, retailers threatened to pull the Snausages brand off shelves without immediate marketing support. The brand looked to Coyne to keep the brand relevant until it was re-launched with new positioning. With the competition having recently launched a national broadcast advertising campaign, continued support of the brand became critical to demonstrating to customers that Del Monte is committed to the Snausages brand.

Idea: To keep Snausages top-of-mind with consumers and capture share-of-voice from the compawtition, Coyne took the opportunity to leverage the media’s interest in the annual Iditarod Trail Sled Dog Race in Alaska and created the first ever “Snausages Man Sled Race” in Anchorage. Snausages, a brand known for its fun and playful personality, turned the Iditarod tradition on its “tail” by having humans and dogs switch roles for a good cause. In this race, the dogs barked the shots from the musher’s seat, while the humans pulled the sleds in a race across 75-yards of frozen lake to benefit local pet-related charities. The race was designed to highlight the special furiendship shared between dog and pet parent.

Impact: With a considerably smaller investment than that of a national advertising campaign and only three weeks turnaround, the Snausages Man Sled Race gained more than 1,400 stories, resulting in nearly 40 million media impressions. Key top-tier, national broadcast placements include “FOX & Friends,” “Wake Up With Al” on The Weather Channel and “First Take” on ESPN2. Additional broadcast highlights include placements in five of the top ten media markets, including New York, Los Angeles, Chicago, Philadelphia and San Francisco. Most importantly, the event showed Del Monte’s commitment to the brand and helped Snausages retain 100 percent distribution.

Milk-Bone

Issue: Milk-Bone was looking to tap into “Milk-Bone moments” that pet parents share with their canine companions and send tails (and tongues) wagging for the brand’s 100th anniversary.

Idea:  Coyne PR created a big “moment” at the birthplace of the brand – New York City – by creating the World’s Largest dog house in Times Square.  The two-story, 480 square foot canine castle was painstakingly built with more than 100,000 Milk-Bones. 

Impact: Coyne PR was barking up the right tree – pet parents and media lapped up the story, with coverage for the event ranging from E! Entertainment and people.com to four AP wire service photos, nationwide broadcast coverage and more.  The campaign has generated 122 million media impressions and more than 500 stories.

Celebrating 700 Dog Years

Issue: Milk-Bone was looking to tap into “Milk-Bone moments” that pet parents share with their canine companions and send tails (and tongues) wagging for the brand’s 100th anniversary.

Idea:  Coyne PR created a big “moment” at the birthplace of the brand – New York City – by creating the World’s Largest dog house in Times Square.  The two-story, 480 square foot canine castle was painstakingly built with more than 100,000 Milk-Bones. 

Impact: Coyne PR was barking up the right tree – pet parents and media lapped up the story, with coverage for the event ranging from E! Entertainment and people.com to four AP wire service photos, nationwide broadcast coverage and more.  The campaign has generated 122 million media impressions and more than 500 stories.

Milo's Kitchen

Issue: Most consumers are unaware that Del Monte manufactures pet food, so in order for Milo’s Kitchen to be a success, the brand turned to Coyne PR to establish it as a brand that pet parents could trust.

Idea: Coyne PR approached well-known pet expert Wendy Diamond to become the brand spokesperson. In an effort to create awareness for the changing role of pets within family life, and create a news hook that would allow Wendy to speak about the brand, the Milo’s Kitchen Pet Parent Survey was commissioned. The most compelling survey statistics were utilized during national media appearances by Wendy Diamond, for an SMT and during proactive media outreach. Some interesting statistics that the Pet Parent Survey found was that 81 percent of Americans consider their dogs to be equal members of the family, while 77 percent own up to talking about their pups as if they are a human family member.

Impact: Media instantly connected with Wendy Diamond’s expertise, as well as the survey statistics. The program garnered 1,057 media stories, totaling more than 170 million media impressions creating mass awareness for Milo’s Kitchen pet bonding messaging. Coyne also helped facilitate an integration on “The View” with spokesperson Wendy Diamond. Within six months of the launch, Milo’s Kitchen had become the second-best seller in the real meat treat category and continues to be a top snack for dogs even today.

Pet Parent Survey

Issue: Most consumers are unaware that Del Monte manufactures pet food, so in order for Milo’s Kitchen to be a success, the brand turned to Coyne PR to establish it as a brand that pet parents could trust.

Idea: Coyne PR approached well-known pet expert Wendy Diamond to become the brand spokesperson. In an effort to create awareness for the changing role of pets within family life, and create a news hook that would allow Wendy to speak about the brand, the Milo’s Kitchen Pet Parent Survey was commissioned. The most compelling survey statistics were utilized during national media appearances by Wendy Diamond, for an SMT and during proactive media outreach. Some interesting statistics that the Pet Parent Survey found was that 81 percent of Americans consider their dogs to be equal members of the family, while 77 percent own up to talking about their pups as if they are a human family member.

Impact: Media instantly connected with Wendy Diamond’s expertise, as well as the survey statistics. The program garnered 1,057 media stories, totaling more than 170 million media impressions creating mass awareness for Milo’s Kitchen pet bonding messaging. Coyne also helped facilitate an integration on “The View” with spokesperson Wendy Diamond. Within six months of the launch, Milo’s Kitchen had become the second-best seller in the real meat treat category and continues to be a top snack for dogs even today.

Big Heart Pet Brands

Issue: As agency of record for all Big Heart Pet Brands, formerly Del Monte Foods brands, Coyne PR was charged with supporting new product launches, charity initiatives and creating programs that keep iconic brands such as Milk-Bone, Meow Mix, 9Lives and Pup-Peroni top-of-mind with consumers.

Idea: Coyne PR executed dozens of programs for Big Heart Pet Brands ranging from the launch of a Milk-Bone sponsored PBS documentary about service dogs to the Snausages Man Sled Race to a having CeeLo Green remix the Meow Mix jingle.  These campaigns have been recognized with numerous industry awards including PRWeek, Silver Anvil, Big Apple and Pyramid.

Impact: Big Heart Pet Brands has been featured in national media ranging from The New York Times to USA Today to The Today Show and FOX Business.  Coyne PR led campaigns have also gone beyond media impressions and have helped drive documentary viewers and also solidified retailer relationships for certain brands.

Agency of Record

Issue: As agency of record for all Big Heart Pet Brands, formerly Del Monte Foods brands, Coyne PR was charged with supporting new product launches, charity initiatives and creating programs that keep iconic brands such as Milk-Bone, Meow Mix, 9Lives and Pup-Peroni top-of-mind with consumers.

Idea: Coyne PR executed dozens of programs for Big Heart Pet Brands ranging from the launch of a Milk-Bone sponsored PBS documentary about service dogs to the Snausages Man Sled Race to a having CeeLo Green remix the Meow Mix jingle.  These campaigns have been recognized with numerous industry awards including PRWeek, Silver Anvil, Big Apple and Pyramid.

Impact: Big Heart Pet Brands has been featured in national media ranging from The New York Times to USA Today to The Today Show and FOX Business.  Coyne PR led campaigns have also gone beyond media impressions and have helped drive documentary viewers and also solidified retailer relationships for certain brands.

Milk-Bone

Issue:  Milk-Bone fetched Coyne PR’s help to create media awareness for Milk-Bone’s 100th Anniversary and for the top 100 finalists of the brand’s contest for the first-ever SpokesDog. Milk-Bone also needed a way to drive consumers to Milk-Bone.com to vote. With no other marketing support, the finalist-voting phase and winner announcement would rely solely on PR to help spread the word.

Idea: Coyne needed to drum up grassroots support for each of the 100 local finalists to encourage voting and drive traffic to Milk-Bone.com. To capitalize on the current events, Coyne created the “Bark the Vote” campaign to remind consumers that the White House wasn’t the only house that needed to be filled; the doghouse was also up for grabs!  Simultaneously, while pitching the local finalists, the Coyne team worked the phones with national broadcast outlets trying to secure an exclusive segment to announce the first-ever SpokesDog.

Impact: The “Bark the Vote” campaign saturated local markets and generated 258 stories. More than 70,000 votes were cast for the SpokesDog and the brand saw traffic on Milk-Bone.com increase by 600 percent. The winner announcement generated 400 national and local stories across the country. Overall, Coyne PR delivered more than 650 stories resulting in 41 million media impressions. Highlights included USA Today, Associated Press, Chicago Sun-Times, Detroit-Free Press, DogChannel, Dogster, Orlando Sentinel, Baltimore Sun and broadcast network affiliates in Chicago, Philadelphia, San Francisco and Dallas.

A Tail of Success

Issue:  Milk-Bone fetched Coyne PR’s help to create media awareness for Milk-Bone’s 100th Anniversary and for the top 100 finalists of the brand’s contest for the first-ever SpokesDog. Milk-Bone also needed a way to drive consumers to Milk-Bone.com to vote. With no other marketing support, the finalist-voting phase and winner announcement would rely solely on PR to help spread the word.

Idea: Coyne needed to drum up grassroots support for each of the 100 local finalists to encourage voting and drive traffic to Milk-Bone.com. To capitalize on the current events, Coyne created the “Bark the Vote” campaign to remind consumers that the White House wasn’t the only house that needed to be filled; the doghouse was also up for grabs!  Simultaneously, while pitching the local finalists, the Coyne team worked the phones with national broadcast outlets trying to secure an exclusive segment to announce the first-ever SpokesDog.

Impact: The “Bark the Vote” campaign saturated local markets and generated 258 stories. More than 70,000 votes were cast for the SpokesDog and the brand saw traffic on Milk-Bone.com increase by 600 percent. The winner announcement generated 400 national and local stories across the country. Overall, Coyne PR delivered more than 650 stories resulting in 41 million media impressions. Highlights included USA Today, Associated Press, Chicago Sun-Times, Detroit-Free Press, DogChannel, Dogster, Orlando Sentinel, Baltimore Sun and broadcast network affiliates in Chicago, Philadelphia, San Francisco and Dallas.

Arm & Hammer

Issue: Arm & Hammer was looking to scratch up some excitement around the brand’s cat litter products and Coyne PR had just the trick for them.

Idea: To generate consumer awareness around the cat litter, Coyne PR developed Arm & Hammer’s Coolest Cat Tricks contest. Pet parents were asked to submit videos of their cats doing tricks and when America voted, the three most talented cats and their parents were flown to NYC to participate in the contest live at the Central Park Zoo. Although the cats got stage fright and couldn’t perform, Coyne PR was prepared with back-up videos for broadcast media and the top feline walked away with $10,000 and a year’s supply of cat litter. 

Impact: Arm & Hammer’s Coolest Cat Tricks contest was featured in more than 400 broadcast segments and hundreds of print articles in top newspapers across the country. In total, the campaign generated more than 45 million media impressions.

Pouncing on Opportunity

Issue: Arm & Hammer was looking to scratch up some excitement around the brand’s cat litter products and Coyne PR had just the trick for them.

Idea: To generate consumer awareness around the cat litter, Coyne PR developed Arm & Hammer’s Coolest Cat Tricks contest. Pet parents were asked to submit videos of their cats doing tricks and when America voted, the three most talented cats and their parents were flown to NYC to participate in the contest live at the Central Park Zoo. Although the cats got stage fright and couldn’t perform, Coyne PR was prepared with back-up videos for broadcast media and the top feline walked away with $10,000 and a year’s supply of cat litter. 

Impact: Arm & Hammer’s Coolest Cat Tricks contest was featured in more than 400 broadcast segments and hundreds of print articles in top newspapers across the country. In total, the campaign generated more than 45 million media impressions.


client experience
  • 9Lives
  • Animal Farm Foundation
  • Canine Assistants
  • Church & Dwight
  • Del Monte Pet Products
  • Kibbles ‘n Bits
  • Meow Mix
  • Milk-Bone
  • Milos Kitchen
  • National Canine Research Council
  • Natures Recipe
  • Pup-Peroni
  • Snausages