Linnaeus Dentistry Campaign.
Client
Linnaeus
Project
Linnaeus Dentistry Campaign
Linnaeus is a group of primary care and referral veterinary practices across the UK and Ireland. They wanted to establish their practices as, “The UK’s leading providers of quality oral care”.
The brief was to develop a campaign and pet owner educational toolkit, to promote the importance of regular good oral healthcare for pets.
Dental healthcare for pets is often neglected – only 8% of dog owners and 4% of cat owners brush their pet’s teeth daily.
This means that dental disease is common but preventable. Poor dental hygiene can also be a symptom of other underlying diseases so regular check-ups can aid early diagnosis while preventing and diagnosis of other conditions.
Linnaeus wants to become the UK leader in quality veterinary oral care.
This will lead to improved pet welfare, general health and life expectancy; keeping healthy, happy pets with their families for longer. They identified that currently, in the market no one was looking at preventative oral pet care, it tends to be reactionary and focused on fixing oral health issues once they occur. A campaign was needed that centres around education and reassurance to instigate a culture change among pet owners in the UK.
A campaign was devised to inform pet owners to be aware of and carry out home care routines, and encourage booking regular appointments with their local Linnaeus practice. It also positioned Linnaeus Group practices as ‘Leading the way’ in veterinary oral care.
The new campaign was initially trialled at a small group of practices based in Yorkshire with the aim to roll it out to more practices in 2024.
The campaign focused on the pet owner and their love of their pet. The offer included:
Practice Dentist will examine pet’s teeth during their next routine check-up.
Pet Owner would then receive a complimentary 10% appointment card to redeem on the next dental check-up appointment or on dental procedure (if any dental problems needing further investigation are identified).
If they book a follow-up appointment they would receive a complimentary dental pack (at the appointment) + 15% off Virbac products (dental chews etc).
The campaign creative adopted the master Linnaeus brand look and feel but utilised the colour pallet of the individual vet practice to give it a sense of personalisation.
We developed a warm and friendly, less technical /clinical approach for all campaign assets. A series of friendly illustrations combined with happy smiling pet imagery was created to give the campaign stand out. The look and feel also ran through briefing and supporting materials for vets and practice teams to ensure they were engaged with the campaign.
Campaign messaging focused around the ‘benefits’ of caring for your pet. "You know the benefits of grooming your pets regularly…. Now see the benefits of brushing their teeth" - Leading the way in oral health care for pets
