Welcoming a puppy or kitten into the family is a joyful milestone, but many pet parents often find themselves unsure about feeding, routines, and vet visits — all critical factors that can have lifelong effects. Royal Canin sought to provide science-backed advice and professional input as part of Project Royal Beginnings while positioning itself as a long-term partner of pet parents.

Vero was tasked with amplifying Royal Canin’s Start of Life platform through media engagement around the Puppy & Kitten Cons held in Manila and Cebu.

More than event promotion, media engagement was designed as a progressive story arc, guiding journalists and audiences from awareness to understanding, and ultimately to advocacy:

• Pre-event Media Alert: The team prepared an insight-led media alert anchored on Royal Canin’s Start of Life data. It introduced the Puppy & Kitten Con as a place where science is translated into simple, real-life guidance while also highlighting the Royal Canin Club as a community for continued learning and support.
• Media Round Table: During the Puppy & Kitten Con in Manila, we invited journalists to a media round table with Royal Canin spokespersons. Instead of a traditional Q&A session, the guided conversation explored common early pet-parent questions and stage-specific nutrition advice. Here, journalists’ questions reflected a healthy mix of personal interest and brand-related inquiries.
• Post-event Press Release: Separate press release development and seeding for the Manila and Cebu events focused on sustaining the Start of Life advocacy, using the Puppy & Kitten Con as a meaningful education moment rather than a one-off activation.

Through these initiatives, Vero’s media engagement strategy used the Puppy & Kitten Con as a platform to bring Royal Canin’s Start of Life platform to an even wider audience.