Client: Milo's Kitchen
Goal: Mass Branding
Coverage: 500+ media hits
PR Value: $5M
NBC Nightly News
Fox & Friends
Reuters (Global Wire)
300+ Local TV stations
50+ Local newspapers
Milo's Kitchen wanted to communicate that dogs are equal members of the family and deserve the same quality food as their human counterparts. But how could they create massive awareness – given budget for 15 local events – on a very short timeline? With three weeks to plan and execute the activation, they asked PR Hacker to help.
Capitalizing on the national popularity of food trucks, PR Hacker launched the first-ever food trucks for dogs in 15 U.S. metropolitan markets.
To persuade broadcast, print, and online media outlets to cover a light-hearted story alongside hard-hitting news, PR Hacker A/B tested more than 25 different pitch headlines – choosing variations that sparked an emotional response from media gatekeepers with fun phrases like "bone appétit," and "local food trucks have gone to the dogs."
To amplify earned media coverage beyond the places that the food truck would visit, PR Hacker pitched outlets that covered the story used a variation of the viral-optimized headlines suggested by PR Hacker.
The result: 500+ media hits, 300+ local TV placements and 470M total impressions.