ELANCO COMPANION ANIMAL HEALTH - COMFORTIS

The challenge

To raise awareness of Comfortis chewable tablet for dogs, the first and only chewable, beef flavoured tablet that starts to kill fleas in 30 minutes and is 100% effective in four hours. The product is a prescription only medicine, so the product name cannot be mentioned in press material.

The solution

Elanco commissioned research to create a news hook and launched a 'stop fleas fast' campaign to raise awareness of fleas and the importance of regular, fast-acting treatment. The initiative encouraged pet owners to talk to their vets about flea infestations.

The PR campaign included strategic competitions/giveaways and broadcast interviews, audio features and WebTV utilising the actress and dog lover Joanna Page of Gavin and Stacey fame and veterinary surgeon David Grant.

The outcome

Coverage achieved included articles in The People, Metro, Real People, Full House, Candis, Shooting and Conservation, Shooting Gazette, Countryman’s Weekly, Dogs Monthly, Veterinary Times, Veterinary Record, UK Vet, Animal Health Advisor, VetSurgeon, VetNurse and Vetsforum.

The broadcast campaign achieved 106 pieces of coverage including 23 radio interviews, 45 audio feature placements, 13 pieces of online coverage, 20 radio competitions and five online competitions. Radio coverage included Magic London, BBC Stoke, BBC Radio Cumbria, BBC South West, BBC Radio London and the WebTV interview featured on top websites including Digital Spy, Female First and Supanet.