Nulo Pet Food
MEDIA CAMPAIGN: Mental Health Awareness Month
We partnered with Nulo Pet Food ahead of Mental Health Awareness Month, to take a look at the positive impact pets have on their owners’ wellbeing.
How pets boost our mental health
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Our approach
In our latest collaboration with Nulo Pet Food, we asked 2,000 cat and dog owners about the special bond they have with their pets.
Our previous 2024 Talker Research study had already revealed how dogs help their owners become healthier, both emotionally and physically. Building on those findings, Nulo wanted to really understand how much your pet can impact your mental health.
We crafted a data-driven news story from the research, which we distributed on May 1st. The story formed part of Nulo’s wider campaign for Mental Health Awareness Month, celebrating cat and dog companions who fuel owners’ lives with love and support.
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The story angle
Our research revealed some intriguing insights, including the fact that three in five respondents said their pet literally saved their life.
More than one-third of pet owners polled (34%) purposely got a pet to improve their mental health and it’s working. Almost all (95%) find that having a pet improves their mental health on a daily basis.
The findings from the research were enriched further with anecdotes from a number of our respondents who took part in the survey. We also included quotes from Nulo’s partner athletes and spokespeople, including Simone Biles and Caeleb Dressel, who shared personal stories about the impact their own pets have on their lives.
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The results
This timely topic, backed by interesting data and brought to life with real, lived experiences, achieved widespread coverage for the brand.
While the research highlighted the special bond that people have with their pets, the story aligned with Nulo’s positioning as a brand that understands the importance of a healthy lifestyle for pets and their parents.
Nulo published and shared the findings of the research on their own channels, and we distributed the ready-to-use news story, earning over 200 pieces of online coverage and broadcast mentions. See some of the highlights below.
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.