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From Pooch To Purchase


Since appointment in spring 2019, Spider has helped Lily’s Kitchen grow sales by 30%, double its international footprint and make it one of the most sought-after brands in pet food – at least that’s what £100m from Nestle Purina says!

Spider consistently helped build the value of the Lily’s Kitchen brand through big origin-story features with founder Henrietta Morrison in the likes of The Evening Standard, The Daily Telegraph and The Metro.

Glory coverage was underpinned by a growth narrative plotting the appointment of a new CEO, plans for ambitions for international growth, being awarded the Royal Warrant, and celebrating doing business as a founding member of the B-Corp movement in the UK.

Value-building PR was underpinned by reputation boosting social media community management to ensure happy customers alongside positive endorsements from influencers and good scores on influential review sites.

This helped build Lily’s Kitchen’s profile up to market-defying sale of the business to Nestle Purina when Spider co-ordinated a well-messaged and managed announcement with the key ‘business as usual’ message permeating the national city pages and well contained consumer reaction.