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Project: Hard Hitting Viral Campaign for Pet Care Company

Burgess Petcare is a company founded, built and managed by genuine pet lovers. With a genuine passion for the welfare of our furry friends, Burgess have pledged to stand up for the little ones with a 'Forever Promise' to run initiatives aimed at improving the lives of these pets.

One such initiative is the "make a purchase, make a difference" campaign supporting the launch of their new Burgess Greyhound & Lurcher feed. For every bag sold a donation is made to independent Greyhound & Lurcher rescue centres. This isn’t a short-term promotion aimed at generating a bit of coverage. Burgess has pledged that this promotion will run forever, hence the ´Forever Promise´ and the Burgess Website will play an important role in the campaign by providing a central point of reference to support both online and offline activity.

To promote this important initiative, a viral campaign was developed. The aim was to shock. A hard hitting message was the most effective way to draw attention to the terrible pain and suffering afflicted on thousands of Greyhounds & Lurchers once they are too old or unable to race.

The real-life story of Jeremy the Greyhound was used in a hard-hitting email campaign. Broadcast to a database of customers, supporters and rescue centres the email asked for support via a link to the "Make a Purchase, Make a Difference" area of the Burgess Website with a Just Giving page for donations. Within seconds of the email being sent, Burgess were inundated with messages of support for the campaign.

Not only did this email help raise awareness and much needed funds for independent Rescue Centers, it also created a real buzz about the Burgess brand and helped launch their new product to Greyhound & Lurcher owners.

Important Note: Although we love to showcase our work, client confidentiality is of the up most importance. We regret that we cannot include detailed figures or statistics of the campaigns. But hopefully the quality and diversity of the work speaks for itself.