Eat This Press Release

Okay, no, you shouldn’t. But, your dog or cat can now eat a press release, thanks to Affinity Petcare.

In order to raise awareness of Comunimals, a new online community for pet owners developed by Affinity, the pet food brand’s Barcelona-based agency created a (genius) campaign to deliver the announcement via an edible press release. The special press release was made with Affinity pet food baked right in, which was designed to pique the interest of journalists and influencers — or, more specifically, their pets.

With the ongoing discussion around the death of the press release, smart communicators are standing out with inventive and more efficient ways to get the word out. While we believe the press release is still an important tool in certain instances, Google is doing its part to weed out ‘thin content’ from top rankings, which includes some popular news wire distribution sites. Which means it’s more important than ever to tailor each public relations campaign to the exact audience you want to reach, and determine your outreach tools from there. In this case, it happened to be bloggers and influencers that have beloved fur babies.

Affinity’s agency created 300 edible press releases, which owners could read and pets could eat. The results? Coverage in 190 media outlets and 80 blogs. According to the agency, 36 cats and 71 dogs ate the press release. Yum!