Dogs Trust launches new TV campaign to help with cost-of-living crisis

The Dogs Trust has partnered with creative agency VCCP to launch a new integrated brand platform that aims to keep dogs and their owners together through the cost-of-living crisis.

The new omnichannel campaign looks to position the charity as the go-to platform for people seeking advice as they struggle with pet costs in the face of the global economic downturn.

Spearheaded by a touching 60-second spot, “Ground Dog Day” marks VCCP’s inaugural campaign for the Dogs Trust since being named its agency of record late last year.

Supporting the hero asset are four short-form social media clips; ‘Behaviour’, ‘Help’, ‘Recall’ and ‘Support’, that give dog owners simple, positive advice on how to cope with the trials and tribulations of dog ownership.

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“The cost of living crisis is having a huge impact on dog owners. We’re receiving an unprecedented amount of calls from people who feel like they have no other choice but to give up loved family dogs because they can no longer afford to keep them,” Dogs Trust marketing director, Nick Daniel said.

“This is why we have created this campaign to highlight all the various ways we can help and keep them and their families together with their dogs. We want to celebrate dogs and the joy they bring us and keep them in the place they are most happy.”

With media planned and executed by media agency the7stars, assets will run across TV, social media and out-of-home for four weeks from today (16 January).

VCCP London managing partner, Sophie Maunder added: “We are privileged and excited to be working with Dogs Trust to help the dog loving community understand the development of their strategy – not only to help rehome dogs, but to do much more to keep dogs and their owners together through difficult times.

“Like the 12.7million dog owners in the UK, Dogs Trust understands how important the bond between owner and dog is, and believes in protecting that bond through help, support and advice. VCCP are excited to launch the first of the campaign executions to help the British dog loving community join that journey.”