The all-encompassing marketing and PR campaign will support the return of Puppy In My Pocket to the market.
The campaign will include a robust TV strategy, followed by a high impact digital and print press campaign, consumer show awareness as well a national survey to find children’s favourite dog breed.
With FSDUs going into many stores, the Puppy In My Pocket collection launched at Easter. Complimenting this was a series of print adverts, reaching nearly 700,000 readers of the core age. Puppy In My Pocket will also be making moves at the National Pet Show this month, followed by a digital programme with Popfun, where girls can play a Pocket the Puppy game.
Throughout the activity, girls will have the opportunity to vote for their favourite dog breed, culminating in an official story later in the year officially announcing the results of the survey organised by Puppy In My Pocket.
Just Play’s marketing manager, Kirsty Mackenzie, commented: “In My Pocket is one of the top brands GP Flair is to launch following its strategic partnership with Just Play. I’m already fond of it for nostalgic reasons, as I loved it back in the 90s. We’re only just rolling into retail and already initial sales look really strong.”
Further PR and marketing activity is planned for the autumn to ensure that the brand is supported not just at launch, but throughout the year.