The brief
Dog & Bond approached Refresh to support it with a Christmas PR campaign to increase awareness of its unique home-baked dog treat kits in the lead-up to the festive season.
Founded by Avi Nagel, Dog & Bond was born from a lifelong passion for dogs and baking. The business was created to offer something more than just healthy treats for pets. It delivers an experience that owners and their dogs can enjoy together at home to build a deeper relationship.
The brand wanted to position baking for dogs as a fun, shared activity for pet-loving households, while also driving sales through strong Christmas gift guide coverage and online visibility.
Key PR campaign objectives included:
- Securing high-quality Christmas gift guide coverage
- Increasing awareness of home-baked treats for dogs
- Driving traffic directly to the website to support purchases
- Securing backlinks to improve Google rankings and search visibility
- Reaching the right audience through carefully targeted media outreach
37
pieces of coverage
33%
online coverage
100%
backlinks
The campaign
We developed a targeted Christmas PR campaign designed to put Dog & Bond’s products directly in front of journalists who were creating festive gift guides and seasonal shopping features.
Our strategy focused on showcasing the products not only as all-natural dog treats, but as an experience-led gift idea that taps into the growing trend of pet owners treating dogs as part of the family.
To support this, we created a highly researched media list targeting key journalists and publications covering:
- Christmas gift guides
- Pet and lifestyle content
- Family and home features
- Consumer and seasonal shopping round-ups
The campaign highlighted the wide variety of recipes and baking kits available, helping communicate that Dog & Bond offers multiple ways for owners to enjoy baking experiences with their pets throughout the year.
Alongside proactive media outreach, we focused on securing online coverage with backlinks wherever possible, helping create a direct and seamless route from media coverage to purchase.
We worked closely with the Dog & Bond team throughout the campaign, sharing coverage opportunities in real time and maximising visibility across both online and offline channels.
The results
The campaign successfully secured 37 pieces of coverage across key target titles during the competitive Christmas media period.
Importantly, 33% of the coverage appeared online, helping increase brand visibility and support direct website traffic during a key sales window.
Of the online coverage achieved:
- 100% included backlinks to the Dog & Bond website
- 66% of coverage appeared on websites with a Domain Authority score of 30+
The campaign helped introduce Dog & Bond to a wider audience of pet owners while strengthening the brand’s online presence, supporting both immediate Christmas sales and longer-term search visibility. Coverage highlights included ITV’s This Morning, The Times, The Mirror and The Sun, as well as key lifestyle and pet titles.
Our work also secured coverage during the next seasonal gifting period, Valentine’s Day, demonstrating that our media relations work had established relationships with key media who continued to organically feature the brand’s products.
The brand and its make-at-home products are now listed in 11 Lakeland stores nationwide, as well as on the leading retailer’s website. We have begun a follow-up campaign to support the brand’s new product flavours, and are working with a Pet Behaviourist to supply expert commentary.
“We’ve always believed that pet products can be about more than just stuff - they can create experiences and moments of connection between people and their dogs. From the beginning, Refresh took the time to understand what makes us unique and helped communicate our message in the run-up to Christmas. The response to the campaign showed us just how strongly pet parents connect with that idea. Seeing our products featured across major national titles, and now stocked in Lakeland stores nationwide, has been incredibly exciting for us as a young brand.” Avi Nagel, Founder of Dog & Bond