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Rover’s search for the UK’s most dog-friendly pub is a standout moment in the pet calendar. But after several successful years, it risked losing momentum. The challenge: inject new life into the format while ensuring it delivered high-profile, meaningful results. With other ‘best pub’ lists flooding the media, the campaign had to cut through. It needed to feel original, spark national media interest and reinforce Rover as a trusted voice in pet care. All without losing the charm and credibility that made the award so loved in the first place.
The paid role sent a dog lover and their canine companion on a nationwide search for the most dog-friendly pub, backed by research showing 82% of Brits say their dream job would involve working with animals.
Public House Officer Luke and his dog Yoshii travelled Britain, visiting 110 pubs and assessing them against dog-friendly criteria developed with Rover’s canine behaviourist Adem Fehmi. The journey generated a stream of authentic, highly visual content, captured on the road at real pubs across the country.
In September, we revealed the winners with a high-impact PR push. A Mail Online exclusive launched the story, followed by a coordinated media plan including a radio day, regionalised angles, and new research on the commercial value of being dog-friendly. Owned content – including SEO blogs and social posts from Luke, Rover and the winning pubs – kept the conversation going long after the winners were announced.
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