Introduction: Why Pet PR Matters
The global pet industry is booming. From luxury pet foods and veterinary innovations to celebrity pets with millions of followers, animals are no longer just companions — they are also at the heart of massive markets and cultural movements. With an estimated $320 billion global pet care market projected by 2030, companies, shelters, nonprofits, and even influencers are competing for attention.
That’s where Pet PR comes in. At its best, pet-focused public relations doesn’t just sell products — it tells stories that touch emotions, mobilize communities, and build lasting loyalty. Unlike other industries where messaging is rational, pet PR taps into something primal: our deep, emotional bond with animals.
In this piece, we’ll examine two specific examples of pet PR done exceptionally well — not generic “cute cat posts,” but campaigns that fused creativity, strategy, and emotion to achieve measurable impact.
Part 1: The Foundations of Great Pet PR
Before diving into the examples, it’s useful to outline what makes a campaign in the petsector stand out.
1. Emotional Storytelling
Pet PR thrives when it leverages the natural emotional connection between humans and animals. Whether it’s highlighting a rescue dog’s transformation, or showing the lengths owners go to for their pets, the best campaigns hit an emotional chord.
2. Authenticity
Today’s audiences, especially pet owners, are skeptical of overt sales tactics. Campaignsthat feel gimmicky, or exploit animals, often backfire. Success depends on sincerity — a product or cause must truly add value to pets’ lives.
3. Shareability
Animals already dominate social media — more than 65% of internet users follow at least one pet account. A strong PR campaign is designed to spread organically. Videos, memes, or user-generated content often outperform traditional ads.
4. Integration with Larger Trends
The most effective campaigns tie pet care into larger cultural conversations: sustainability, wellness, digital culture, or even luxury.
Part 2: Case Study #1 – The “Dreamies Cat” and Viral Snack Attacks
Background
Dreamies, a cat treat brand owned by Mars Petcare, had a classic marketing challenge: how to stand out in an oversaturated pet snack market. Cats don’t always get the same spotlight as dogs in advertising, and Dreamies needed something bold to capture both cat owners and a mainstream audience.
The Campaign
In 2011, Dreamies launched the “Cats Go Bonkers for Dreamies” campaign in the UK. The premise was simple but genius: cats will do anything for Dreamies treats.
Instead of traditional commercials, they released a series of humorous, exaggerated videos showing cats breaking through walls, clawing through bags, and even tackling owners in pursuit of Dreamies.
PR Execution
- Humor as a hook: Rather than tugging at heartstrings, Dreamies leaned into comedy. This was unusual for pet PR, which often focused on sentimentality.
- Social media virality: Clips were short, meme-able, and perfect for YouTube and Facebook (then still rising platforms for brand storytelling).
- Packaging tie-in: The bright yellow packaging was featured heavily, making the product instantly recognizable.
- Interactive stunts: Dreamies later placed giant vending machines in shopping centers, where people could press a button and release hundreds of Dreamies to swarming cats (and their owners).
Impact
- The videos were viewed millions of times within months, sparking memes and parodies.
- Dreamies saw a double-digit sales increase in the UK and later expanded the campaign to international markets.
- Importantly, Dreamies became a cultural reference: cat memes and internet humor often used “cats going crazy for Dreamies” as shorthand.
Why It Worked
- It was relatable: every cat owner knows how food-obsessed cats can be.
- It was funny and shareable, hitting internet humor culture at exactly the right time.
- It created a distinct brand identity that separated Dreamies from competitors.
This is an example of Pet PR succeeding by breaking away from sentimentality and leaning into pop culture comedy — a bold choice that paid off.
Part 3: Case Study #2 – The ASPCA “Angel” Dog & the Rise of Cause-Based Pet PR
Background
On the nonprofit side, perhaps no pet Public Relations campaign has had the cultural staying power of the ASPCA’s “Sarah McLachlan Angel” campaign, which launched in 2007.
By the mid-2000s, animal welfare groups were struggling to get attention. Millions of animals were being euthanized each year, but the message wasn’t cutting through. The ASPCA (American Society for the Prevention of Cruelty to Animals) needed something powerful to break public indifference.
The Campaign
The now-famous commercial featured singer Sarah McLachlan’s haunting song “Angel”playing over slow-motion footage of abused dogs and cats. McLachlan herself appeared, softly urging viewers to donate.
PR Execution
- Emotional sledgehammer: Instead of humor or positivity, the campaign used raw emotional appeal. The contrast between the beautiful song and devastating visuals created a visceral reaction.
- Celebrity involvement: McLachlan’s participation added credibility and star power.
- Multi-channel rollout: While best remembered as a TV ad, the campaign extended into direct mail, online video, and partnerships.
- Clear call to action: Viewers were asked to donate $18 a month — the “founder’s circle.”
Impact
- The campaign raised $30 million in the first two years alone.
- McLachlan later admitted she couldn’t watch the ad herself — but that intensity was exactly why it worked.
- The campaign became one of the most recognized PSAs in American history, parodied by Saturday Night Live, South Park, and countless memes.
- ASPCA’s brand recognition skyrocketed, making them the leading animal welfare organization in the U.S.
Why It Worked
- It tapped into deep empathy for suffering animals, which most people prefer not to think about.
- It made donating feel urgent and personal — viewers felt complicit if they didn’t act.
- The combination of music + visuals + clear action was perfectly orchestrated.
Unlike Dreamies’ humorous approach, the ASPCA leaned on emotional gravity, proving that in pet PR, sometimes the most effective tool is not laughter, but heartbreak.
Part 4: Comparing the Two Campaigns
| Element | Dreamies (Commercial Brand) | ASPCA (Nonprofit Cause) |
| Tone | Humorous, exaggerated | Somber, emotional |
| Goal | Sell more cat treats | Raise funds for animal rescue |
| Channels | Viral video, social media, live stunts | TV PSA, direct mail, online donations |
| Results | Cultural meme, strong sales boost | Tens of millions in donations, iconic brand recognition |
| Lesson | Pet humor can drive virality and brand distinctiveness | Raw emotion can mobilize mass donations and long-term loyalty |
The contrast illustrates how flexible Pet PR can be. Done well, it can succeed through humor or heartbreak — what matters is alignment between message, medium, and mission.
Part 5: Broader Lessons in Pet PR Done Well
1. Timing is Everything
Dreamies tapped into the rise of internet cat culture, while ASPCA’s ad arrived just as the nonprofit sector was learning the power of recurring donations.
2. Medium Shapes the Message
Dreamies’ campaign was built for shareability in the early days of viral video. The ASPCA’s was built for television gravitas, later finding new life online.
3. Emotion Drives Action
Whether joy or sadness, emotional pull is non-negotiable in pet PR. People don’t make decisions about animals rationally — they do it from the heart.
4. Integration with Larger Identity
Dreamies didn’t just sell treats — it created a quirky, irreverent brand identity. ASPCA didn’t just raise money — it positioned itself as the national voice of animal protection.
The genius of pet PR done well lies not in selling kibble or donations alone, but in reminding us of our relationship to animals.
- Dreamies showed that humor and culture can make even a small cat treat brand a global phenomenon.
- ASPCA proved that when you confront people with the suffering of animals, they will reach into their pockets — and hearts — to help.
Both campaigns, in their own way, reshaped the landscape of pet communications. They remind us that when it comes to pets, PR is never “just PR.” It’s about shaping how society sees, values, and protects the creatures we love.
