Solid Gold Pet: Creating a National Moment of Joy
CLIENT GOALS
Solid Gold Pet — America’s first holistic pet food brand — manufacturers best-in-class dry pet food, supplements and treats for dogs and cats. Solid Gold’s success is built upon its proprietary formulations, featuring 20 nutrient-dense Superfoods. These premium ingredients deliver unparalleled transformational nutrition for dogs and cats — and tremendous satisfaction for their loving pet parents.
“The Happiest Pet on Earth” was a nationwide contest designed to find the pet that best embodied the company’s belief that ‘Happy Makes Healthy.’ A dog and cat winner were identified as the “Happiest Pet on Earth” and given free Solid Gold Pet food for a year.
Objectives
- JDPR’s main objective was to increase exposure of the Solid Gold brand by showcasing the “Happiest Pet on Earth” contest, using the hashtag #solidgoldsmiles in digital media and strategically targeted editorial in traditional media.
TACTICS
- Developed messaging and targeted media database to announce “Happiest Pet on Earth” contest, nationally, and invite “Call for Entries.”
- Pitched contest to national media for syndication via affiliate channels across the US.
- Secured multiple waves of local and national feature coverage for the program and contest winners, including appearances on talk shows, morning shows, national consumer and pet consumer publications, and digital influencer platforms.
- Incorporated branding and product placement on all “Happiest Pet on Earth” winner media appearances in order to raise brand awareness.
THE IMPACT
- Solid Gold’s “Happiest Pet on Earth” contest generated more than 23 million targeted media impressions (pet parents) in traditional and social media.
- Achieved both national and regional coverage for Solid Gold Pet brand and “Happiest Pet on Earth” winners, with a total of over 80 broadcast segments nationwide.
- Placed stories in local and national consumer titles, including People Magazine, Pet Product News and Pet Age.
- Positioned Solid Gold as the premier brand of holistic pet foods for happier pets and amplified the brand presence in key markets.
