Lily’s Kitchen

To secure a Waitrose listing

Spider has worked with Lily's since its infancy. Building brand advocacy and loyalty and raising awareness for its founder Henrietta Morrison's. Spider helped Lily's to secure its first supermarket listing.
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Brief

Spider began working with Lily’s Kitchen when it was in its infancy, building brand awareness for its founder Henrietta Morrison and her innovative new pet food brand, with the aim to get Waitrose listing. Since then Spider has grown the brand far and wide, working across consumer and corporate PR, as well as managing all their social channels.

Approach

From the initial brief, in which Spider created the very first ‘Doggy Diner’ and a successful cookbook ‘Dinner for Dogs’. The media went barking mad with TV crews from both sides of the Atlantic attending our popup.

The activation secured Lily’s Kitchen its first ever supermarket listing  - Waitrose. 

After a brief hiatus, Lily’s Kitchen came back to Spider at the start of 2019. Over the past few years, Spider has created unique and targeted campaigns, focusing on strengthening brand awareness and taking them successfully into new remits, recently Spider launched Lily’s Kitchen cat food, working with a cat impersonator to secure masses of media coverage. Spider also supported Lily’s Kitchen through its recent sale to Nestlé, helping to take Lily’s Kitchen from a £1m brand through to a £150m brand at the point of sale.

Results

In 2021, Spider secured over 240 pieces of coverage. Including coverage in The Independent, This Morning, Sunday Times, and Hello!

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