Across Europe, the pet industry has leapt from practical necessity into cultural obsession. No longer just a functional part of life, pets are now lifestyle co-stars—appearing in ad campaigns, gracing social media accounts, and driving entire product ecosystems. From eco-friendly dog food to luxury cat furniture, the European peteconomy is booming.
But this growth is not simply a result of product innovation or changing demographics. It’s also the result of savvy pet public relations —a niche but rapidly evolving discipline where heartwarming storytelling meets strategic influence.
In Europe, where companion animals enjoy some of the world’s highest welfare standards and widest consumer acceptance, pet PR done well is as much about ethics as it is about excitement. And increasingly, it’s lifestyle PRagencies—both niche and mainstream—that are shaping how pets are portrayed, perceived, and prioritized across media, retail, and culture.
The European Pet PR Landscape: From Practical to Emotional
In the past, pet-related communication across Europe leaned heavily on the utilitarian—nutrition, training, andveterinary care. Today, it’s about identity, inclusion, and sustainability. PR agencies have helped reposition pets as family members, emotional anchors, and status symbols.
A report by FEDIAF (The European Pet Food Industry Federation) estimated that over 90 million European households own at least one pet, with dogs and cats leading the pack. That’s an enormous market—and a deeply emotional one. PR firms that know how to harness that emotional potential while staying authentic andsocially conscious are thriving.
Case Study: Lily’s Kitchen – A Tail of Purpose-Driven PR
London-based Lily’s Kitchen is a poster brand for pet PR done right. It offers organic, ethically sourced pet food and has built a loyal customer base across the UK and Europe.
Their PR strategy, guided in part by agencies like Zeno London and The Good Relations Group, focuses on values: sustainability, transparency, and pet welfare. What stands out is their storytelling—Lily, the founder’s border terrier, isn’t just a namesake; she’s the emotional foundation of the brand. Every press release, package, and pitch carries the message that pets deserve food as lovingly made as humans’.
In 2020, Lily’s Kitchen launched the “Tin for a Tin” campaign, encouraging customers to donate canned goods to food banks in exchange for a Lily’s Kitchen pet food tin for their own animal. The initiative, rolled out with strong PRsupport, generated extensive national coverage in The Guardian, Metro, and BBC, while highlighting the intersection of community care and pet nutrition. The campaign didn’t just promote a product—it promoted a lifestyle of shared empathy.
Luxury Goes to the Dogs (and Cats): PR for High-End Pet Products
Europe’s luxury culture isn’t just for humans anymore. Pet Public Relations is increasingly intertwined with the luxury lifestyle sector, with high-end dog coats, feline climbing structures that resemble designer furniture, and even dog-friendly hotels leading the charge.
Take MiaCara, a German brand known for minimalist pet furniture. Its collaboration with Italian PR agency White Wise helped secure placements in Vogue Living, Wallpaper magazine, and luxury pet blogs across the EU. Rather than rely on traditional pet press, MiaCara’s PR strategy focused on interior design media, effectively positioning their products not just as pet essentials, but as luxury lifestyle statements.
This cross-sector targeting—where PR campaigns for pet brands are pitched to fashion, architecture, and wellness editors—has proven essential in elevating pet care from necessity to aspirational lifestyle.
Influencer Tails: The Rise of European Petfluencers
One of the most impactful evolutions in pet PR has been the strategic use of “petfluencers”—animals with dedicated social media followings, often managed by owners or agents.
In Paris, Trotter Pup, a French bulldog with a penchant for Parisian fashion, has collaborated with both pet food and designer handbag brands. In Berlin, Loki the Cat, with his grumpy aesthetic and vegan food collabs, exemplifies the quirky cool of pet-centric influencer culture.
PR agencies such as Petroom PR (UK) and Hunter Brand Communications (Germany) specialize in connecting pet brands with appropriate pet influencers—not necessarily the biggest, but the most aligned in values, tone, andaudience. The authenticity of these partnerships is key. Consumers are increasingly skeptical of generic paid promotions, and lifestyle pet PR thrives when it leans into storytelling over selling.
For example, Petroom PR orchestrated a campaign for a natural flea repellent using UK-based rescue dogs with health conditions. Their Instagram posts were paired with real rescue stories, wellness advice, and behind-the-scenes veterinary content. The campaign resulted in a 65% engagement rate and 30% uptick in product inquiries, showing how empathy-based storytelling delivers both brand equity and conversions.
NGOs and Advocacy: When PR Supports Purpose
Not all pet PR is commercial. Some of the most successful campaigns in Europe come from NGOs and advocacy organizations working to improve animal welfare.
In 2022, the Dutch animal rights organization Dier&Recht launched a PR campaign to ban breeding practices that compromise dog health—such as brachycephalic (flat-faced) dog breeds prone to respiratory issues. Working with Netherlands-based agency Blyde PR, they secured interviews in De Telegraaf, RTL Nieuws, and even an op-ed in Politico EU, shifting the public conversation from “cute breeds” to ethical responsibility.
What made this campaign so powerful was its tone—firm, factual, but emotionally grounded. Pet owners weren’t shamed, but educated and invited to take part in reform. Blyde PR used a mix of expert voices, affected pet owners, and vet-backed research to make the issue feel both urgent and solvable.
This blend of ethical storytelling and practical action has become a hallmark of great European pet PR—where doing good is not a footnote, but a campaign’s core.
Crisis PR: The Pet Food Recall Response
In 2023, a major European pet food brand experienced a crisis when contamination was discovered in several dry dog food batches, leading to illness reports across the UK and France. Crisis PR came into play immediately.
Weber Shandwick Paris, already working with the brand on CSR storytelling, swiftly coordinated the crisisresponse: transparent communication with media, direct outreach to customers via newsletters and social, and an independent investigation made public in under a week. They didn’t shy away from the problem—they owned it.
By appearing on French morning shows and submitting to tough interviews with veterinary panels, the brand’s CEO—guided by media training from Weber Shandwick—won cautious respect. The company saw a brief dip in sales, but recovered faster than expected thanks to an honest and values-driven PR approach.
Crisis moments like this underscore that PR in the pet industry isn’t just about cute content—it’s about trust, which is everything when someone is feeding or caring for a beloved animal.
Sustainability: A Non-Negotiable in European Pet PR
European consumers—especially Gen Z and millennials—are demanding sustainable choices in every industry, and pets are no exception. The packaging, ingredients, labor practices, and environmental footprint of pet products are now scrutinized as closely as human products.
Agencies like Sustainable PR (UK-based) have worked with eco-conscious pet food startups to build messaging around carbon neutrality, insect protein, and biodegradable packaging. For example, their campaign for Yora, an insect-protein-based pet food brand, avoided “preachy” tones and instead focused on pets being “climate heroes”—playful, informative, and rooted in real science.
The campaign featured:
- Short-form educational videos across TikTok and Instagram
- Testimonials from veterinarians
- Packaging “unboxings” by eco-lifestyle influencers
- Earned media placements in The Times, The Independent, and Wired UK
The result was a tripling of market awareness in 8 months and a successful crowdfunding round to expandoperations to Scandinavia.
Pet-Friendly Cities and Travel PR
Cities like Amsterdam, Berlin, and Lisbon are now seen as pet-friendly travel hubs. PR agencies in the tourism space are partnering with pet brands and local governments to develop pet-inclusive travel content—a rising trend post-pandemic.
In 2024, Visit Portugal launched a “Portugal for Pets” campaign, showcasing pet-friendly hotels, restaurants, andbeaches. Developed by Lisbon-based Lift Consulting, the campaign combined influencer trips, interactive petmaps, and tie-ins with local pet food and grooming brands.
Not only did the campaign increase tourism among European pet owners, but it also boosted domestic brandvisibility, showing the mutual benefit of pet lifestyle integration.
What Makes Pet PR Work in Europe?
Successful European pet PR is shaped by several overlapping principles:
- Emotional Authenticity: Brands that share real stories—rescue journeys, pet illnesses, recovery arcs—resonate more deeply.
- Cultural Sensitivity: Messaging in Sweden isn’t the same as in Spain. The best campaigns localize tone, language, and values.
- Cross-Industry Targeting: From fashion to wellness, successful pet brands don’t just stick to pet press—they aim for culture press.
- Education with Empathy: Whether it’s sustainability, health, or behavior, smart PR teaches without shaming.
- Transparency: With growing skepticism about pet product quality, honest communication builds long-term loyalty.
Final Thoughts: Pets, PR, and the Future of European Lifestyle
In a society where pets are family, the way we talk about them—and the brands that serve them—matters more than ever. Pet PR in Europe is no longer about pitching the best dog food or newest leash. It’s about communicating care, commitment, and culture.
The agencies doing it best—whether boutique firms focused solely on pets or lifestyle giants with a pet vertical—understand that what makes pet PR work is the ability to balance emotion with ethics, trends with trust.
In a world of short attention spans, pets offer a unique and lasting emotional anchor. And when PR professionals treat that connection with the respect it deserves, they don’t just sell products—they strengthen bonds, shape culture, and make the world a better place for animals and humans alike.