How do you introduce a new generation of pet food without limiting the communication to ingredients and product benefits? For the Czech brand Ontario, we connected the product relaunch with a topic relevant to every dog owner: proper nutrition, healthy body condition and obesity prevention. We then brought the expert media content to life through an event for pet owners held on International Dog Day.

FROM EXPERT CONTENT TO A MEDIA-RELEVANT TOPIC

When preparing the communication, we wanted to provide pet owners with reliable information and practical advice they could genuinely use in everyday life. We therefore involved a nutrition expert and ambassador of the Ontario brand in the project. Together, we prepared an in-depth interview covering dog and cat nutrition, pet food composition, the most common feeding mistakes and the different nutritional needs of animals at various stages of life.

The interview then served as the basis for several thematically distinct PR articles and press releases. We tailored both the content and the format to the focus of each individual media outlet and its readers. Some articles offered a more detailed look at nutrition, while others focused primarily on practical recommendations pet owners could apply in their everyday care. The first articles were published ahead of the August event and helped introduce its main theme: maintaining a healthy body condition and preventing obesity in dogs.

One of the key programme highlights was the introduction of the new generation of Ontario dog food.

AT VYPICH, DOG OWNERS COULD HAVE THEIR PETS’ BODY CONDITION ASSESSED

To connect more closely with our target audience and reach the wider public, we decided to bring the educational content directly to pet owners. On International Dog Day, 26 August, we organised a public event at Vypich in Prague. The event introduced the new generation of Ontario pet food and offered visitors practical advice. They could also take part in activities together with their dogs. The programme was prepared in cooperation with Super zoo, where Ontario pet food is available.

Visitors could take part in dog fitness, agility, rally obedience and dog puller activities, as well as watch a dog dancing performance. Ontario nutrition advisers helped owners set up an appropriate diet based on their dog’s age, size, activity level and current needs. The dogs’ body condition was assessed by international FCI judge Martina Hegr Klivarová and her team. A veterinary perspective was provided by MVDr. Kryštof Doležal from Super zoo Veterinary Care, who carried out indicative blood sugar measurements in the Wellion vehicle and answered questions related to excess weight, diabetes and prevention.

The programme also included lectures focused on canine health. Veterinarian MVDr. Dagmar Zähringer, Ph.D. explained the links between nutrition, excess weight and diabetes. During a practical session, Tereza Tobiášová focused on first aid in the event of injury or a sudden deterioration in a dog’s health.

The afternoon also featured a presentation of Psí senioři v nouzi, an organisation that Ontario has supported over the long term, as well as advice on pet insurance, charity refreshments in support of Hospice Dobrého Pastýře and a themed Ontario photo booth.

WE ALSO BROUGHT THE TOPIC TO TELEVISION SCREENS

Alongside the preparation of expert content and the event itself, we also handled media relations. Crews from TV Nova and CNN Prima NEWS (at 27:10) came to Vypich and broadcast reports on both the programme and its main topic. Information about obesity prevention and maintaining a healthy body condition in dogs therefore reached not only event visitors, but also television audiences across the Czech Republic. By doing so, we connected the relaunch of Ontario’s new generation of pet food with a topic that has real practical value for pet owners. We introduced the product innovation through expert content, personal consultations and activities that allowed owners to put some of the advice into practice with their dogs straight away.

We would like to thank the Hypercube agency for its cooperation and for providing the technical production.