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Pet Appreciation Month 

Pet Valu is a Canadian specialty retailer of pet food and pet-related supplies with more than 750 stores across Canada and the United States. Pet Appreciation Month is Pet Valu’s biggest in-store event of the year. In 2018, Pet Valu’s goal was to raise more than $1.7 million for animal rescues and charities across Canada through its “Buy a PAW” program and to find homes for 2,500 pets during National Adoption Weekend. Beacon was hired to build awareness of Pet Appreciation Month, encourage purchases of “PAWS” and drive traffic to Pet Valu stores across Canada during National Adoption Weekend.


Beacon developed and executed an integrated communications strategy that included:

  • A national news release that levered “National Pet Day” as a timely news hook

  • A franchisee media tool kit including a template news release and media relations guide

  • Matte stories that highlighted the benefits of owning a pet

  • Partnerships with high reach social media influencers who own, and advocate for, rescue pets


Midway through the campaign, Beacon learned Meghan Markle had adopted her pet Beagle from a Pet Valu adoption event several years prior. With the Royal Wedding taking place six weeks later, Beacon seized the opportunity and recruited the rescue organization which matched Meghan and her beagle for media opportunities at the Pet Valu location where the adoption took place.


Results included:

  • 109 earned media stories

  • 69 matte stories

  • 13 social media influencer posts/stories

  • Total campaign reach: 23,315,164


Some results
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