Admiral Pet Insurance: Warm and Relatable Broadcast PR Winning Breakfast Radio

Challenge: Bringing Warmth to a Brand Through National Conversation

Admiral Pet Insurance sought to strengthen its brand profile while championing the important role pets play in supporting emotional wellbeing. With growing national conversation around mental wellbeing, there was an opportunity to contribute meaningfully to the discussion through a warm, relatable lens that would resonate with pet owners across the UK. 

The objective was to secure a high-quality piece of national broadcast coverage through strategic media relations and broadcast PR, while positioning Admiral Pet Insurance as a brand that understands and values the deep emotional bonds between people and their pets.

 

Insight: Trusted Voices Make Emotional Stories Land

Pet owners already feel the bond between people and their animals, they don’t need convincing of that. What they respond to is hearing it articulated by someone they trust. A familiar, credible voice talking honestly about that connection turns a brand message into a relatable, breakfast-radio moment rather than a message that felt scripted and uninviting. 

 

Approach: A Familiar Face for a Feel-Good Story

To bring the story to life in an engaging and authentic way, we partnered with TV personality and veterinarian Rory the Vet. His trusted expertise, combined with his approachable, charismatic style, allowed us to communicate key messages in a way that felt informative and accessible to a broad audience.

We developed a feel-good narrative centred on the unique emotional connections people share with their pets and the positive impact these relationships can have on mental wellbeing. By leaning into a light-hearted, human-interest angle, we ensured the story appealed to listeners’ love of their animals.

This approach helped secure a prime national slot for Rory on Heart Breakfast with Jamie and Amanda, where he discussed the emotional benefits of pet ownership and shared relatable anecdotes that brought the topic to life.

To extend the reach and relevance of the campaign, we also leveraged regional data to tailor the story for different areas across the UK. This enabled us to secure additional regional radio coverage, ensuring the messaging resonated locally.

 

Impact: National Reach, Reinforced Regionally

The Heart Breakfast interview was broadcast across all regional Heart stations, delivering a combined reach of 12 million listeners and achieving the campaign’s national coverage objective. In addition, we secured further exposure across 19 regional radio outlets, significantly amplifying the campaign’s reach.