Key takeaway
A Layered Communications framework, combining Influencer Advocacy with Hyper-Local Media Buying, can drive a 50% YOY increase in brand awareness and secure a top-tier market position in a highly competitive FMCG category.
Strategist’s Insight – Valda Boardman
”Expanding a UK brand into Ireland requires more than just a shared language; it requires a local connection.
Our strategy for Burns was to move beyond the technical specifications of pet nutrition and focus on lifestyle integration. We built an ‘Influencer Tribe’ that authentically shares the brand’s animal welfare values and drives our personas into stores, fuelled by the trust they place in the tribe. Complemented by PR activations, consistent traditional media placements across radio and TV, and our localised Burns Pet Ireland social media channels, we have turned Burns into a household staple for Irish pet owners.”
The Brief
Burns Pet Nutrition, a UK leader in veterinary-grade pet food, sought to aggressively scale its export sales and brand equity within the Republic of Ireland and Northern Ireland. The objective was to transition from a niche veterinary product to a leading consumer choice, ensuring year-on-year growth across retail, independent pet stores, and veterinary clinics.
The Strategy
Our strategy focused on Cross-Border Market Penetration and Community-Centric Growth.
Influencer Tribe Cultivation:Developing long-term partnerships with credible Irish pet owners and athletes (e.g., Ian Madigan) to foster organic, high-trust social proof.
Segmented Range Launch:Executing targeted activations for specific product lines (Dog, Puppy, and Cat), including a high-impact official launch for the Burns Wet Food range.
Geographic Tailoring:Implementing a “Dual-Market” approach with bespoke messaging for ROI and NI, utilising regional advertorials to capture demographics outside the digital-first social bubble.
Trade & Clinical Alignment:Working directly with sales teams to tailor activations for B2B trade customers and veterinary professionals, ensuring 360-degree market presence.
The Implementation
Integrated Agency Execution:Leveraging VBPR for earned media, Rage for creative inserts, and Tilt for digital assets to ensure a unified brand voice across all touchpoints.
Tactical PR Drops:Engineering “Snap & Share” PR packages that incentivised influencers and customers to generate high-volume user-generated content (UGC).
Omnichannel Advertising:Deploying a mix of national radio, broadcast, and print advertorials to maintain high-frequency brand recall during key purchasing cycles.
The Results
+50% YOY Awareness (NI): Exceptional growth in brand recognition across Northern Ireland.
25% ROI on Brand Awareness: Delivered significant commercial value and reach relative to the initial investment.
4th for Brand Purchasing: Successfully climbed the ranks to become one of Ireland’s top four most-purchased pet food brands.
