PR publicist public relations PR freelancer Melbourne

Activations and ongoing PR for Australia’s favourite subscription dog food brand.

A man kneeling on the wooden floor, feeding a dog from a container, with another person and dog partially visible in the background. The room has boho decor, plants, a rattan chair, and a wall hanging.
A golden retriever puppy with a red bandana around its neck sitting on a blue box surrounded by various dog treats, toys, and pet products against a beige background.
A woman with long brown hair, wearing a white t-shirt, dark jeans, and a gray cap with blue text, smiling and playing with a black and brown Australian Shepherd puppy. The puppy is standing on a dog bed and holding a white tissue in its mouth, while the woman appears to be engaging with it affectionately. They are in a cozy living room with a beige sofa, pink pillows, wooden flooring, and a coffee table with a book.
Arrangement of dog treats, toys, and packaging on a white surface. Includes a white container labeled 'Good dog treats', a black bag of peanut butter training treats, a pink bag of scratch treats, colorful tennis balls, a blue tennis ball, a pink cloth bag, and scattered dog kibble.

Scratch is Australia's most loved D2C dog food brand. What began as a single campaign - the end-of-lockdown Scratch Patch activation - grew into a three-year retained role as PR lead, looking after consumer PR, B2B PR and founder profiling.

SCOPE

  1. Led consumer PR from a standalone activation into an ongoing retained partnership

  2. Ran continuous consumer and b2b media pitching to keep the brand front-of-mind

  3. Developed questions for ‘Australia’s greatest dog survey’ resulting in extensive national coverage

  4. Looked after profiling and thought leadership in business and retail trade press

RESULTS

245 PR placements in just under three years, helping to keep Scratch top-of-mind for dog owners, and turn Scratch into a recognised name across both consumer and trade media.

APPEARED IN

Print

Online

Triple M National
2GB Drive

TV

Channel 10 The Project
7NEWS
9 News

7NEWS.com.au
The Guardian
Daily Mail
Yahoo Finance
Gourmet on the Road
Balance the Grind
The Latch
Inside Small Business
Lifehacker
Broadsheet
Concrete Playground
Urban List
B&T
Mumbrella
Internet Retailing
Inside FMCG
Inside Retail
Australian Dog Lover
Secret Melbourne
Onya Magazine

Daily Telegraph
Herald Sun
Courier Mail
Adelaide Advertiser
Gold Coast Bulletin
Cairns Post
Perth Now
The Australian
The West Australian
Albany Advertiser
The West Australian
Perth Now
Australian Financial Review
The Age

Radio

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