The World's First PETA-Approved Vegan Pet Accessories

Based in the U.K. and aimed at becoming an internationally recognized brand with placements in mainstream retailers, I led strategic communications and media relations for the brand while at GreenRoom Agency. Through original copy with a signature voice and tone, I updated critical parts of the website and drafted the application to secure PETA certification as an official vegan pet brand, becoming the first of its kind. I developed a monthly media outreach strategy across several key target verticals, including product launch strategies, product reviews, round-up inclusions, and dedicated feature stories of the brand and its owners. After receiving broadcast radio coverage on Elvis Duran and the Morning Show and print inclusion in People Magazine for their 2015 holiday gift guides, we drove so much traffic to the site that it crashed and they sold out of nearly every product. (Don't worry, we got It back up quickly and the owners were thrilled.)

Below is a selection of clippings from this work. You can still read most of my original copywriting on their website at friendshipcollar.com/pages/our-story.