With Roxhill’s PR software, GOLD79 turned the Agria Dog Walk 2024 into a nationwide movement, landing top-tier media coverage and delivering measurable charity impact.
Key features used
- Advanced search
- Journalists insights
- Media list builder
- Custom alerts
Key coverage
- BBC (Broadcast & Online)
- The Mirror
- ITV & BBC Regional News
- The Dog Vine
GOLD79 is known for delivering highly engaging, purpose-led campaigns that not only generate highly coveted media coverage but also drive tangible social impact. Their expertise spans charity partnerships, pet PR, and cause marketing, positioning them as a go-to agency for purpose-driven brands.
This campaign earned them the Best PR Campaign in Health & Wellness at the Roxhill Media Awards 2025.
The challenge
Agria Pet Insurance wanted to increase event participation, media coverage, and brand affinity through The Agria Dog Walk 2024, reinforcing its commitment to pet welfare and animal rescue funding.
The issue? Standing out in a competitive pet industry landscape where multiple brands host similar charity walks and awareness events.
To elevate The Agria Dog Walk beyond a traditional PR campaign, GOLD79 needed to:
- Drive national media attention for a pet event in a highly saturated space.
- Secure effective media coverage and influencer engagement to boost visibility.
- Create real-world impact by raising funds and awareness for UK rescue centres.
GOLD79 also needed to craft a PR strategy that balanced brand storytelling, media relations, and social engagement, ensuring the event stood out while delivering measurable results.
The approach
GOLD79 turned to Roxhill’s media database to identify the right journalists and media outlets, to ensure the campaign received widespread, high-impact coverage.
Here’s how Roxhill’s features helped GOLD79 drive success:
- Finding the right journalists: GOLD79 used Roxhill’s advanced search to target pet, lifestyle, and charity journalists to make sure the story resonated with the most relevant media outlets.
- Analysing journalist insights: by reviewing journalist profiles, the team tailored their pitches to align with editorial interests, trending pet adoption topics, and cause-led initiatives.
- Creating media lists: they built a targeted media list that included national press, pet industry publications, and local news outlets to increase their chances of securing widespread coverage across different audience segments.
- Setting custom alerts: by setting up alerts for articles related to the pet industry, GOLD79 timed their outreach for maximum impact, ensuring its PR stories were aligned with media interest.
The results
GOLD79 achieved outstanding national coverage for The Agria Dog Walk 2024, turning a yearly event into a Guinness World Record-breaking attempt for the ‘largest ever Dachsund dog walk’ which provided an all-important hook for journalists and influencers.
The campaign generated over 217 million media impressions, significantly increasing brand visibility and engagement. With 127+ media placements, including coverage in national, regional, and charity publications, the event reached a wide and diverse audience.
GOLD79 also helped boost Agria’s share of voice in the pet insurance space by 11%, further establishing the brand as a leader in animal welfare and corporate social responsibility.
Beyond media success, the campaign had a real-world impact, raising £20,000 for UK rescue centres, reinforcing Agria’s commitment to supporting pet adoption and welfare initiatives.
100% of media coverage featured Agria branding and key messaging, ensuring maximum brand affinity and visibility throughout the campaign.
This campaign was more than just about press coverage – it delivered tangible, measurable results, proving that a strong PR strategy combined with purpose-driven storytelling can drive real change.
Learn more about how to achieve PR results with Roxhill
