LONDON — B Corp pet food brand Lily’s Kitchen has appointed Kindred as its retained PR and social agency in the UK, after a three-way competitive pitch.

Lily’s Kitchen, which was bought by Nestlé Purina PetCare in 2020 in a deal thought to be worth around £100 million, is the UK’s leading premium pet food brand, producing a range of ‘natural’ wet and dry food for dogs and cats. The brand previously worked with Spider PR.

Kindred’s brief is to develop and deliver integrated PR, social and influencer activity aimed at millennial pet owners. The agency’s remit will include communications and campaigns around new products, as well as underlining the brand’s B Corp credentials through owned and earned channels.

Lily’s Kitchen PR and social media manager Mieke Van Embden said: “We were hugely impressed with Kindred’s understanding of the challenge we face. Their strategic thinking, creativity and genuine passion for the brand came through loud and clear. The Kindred team had really listened to our brief and delivered a pitch that had us united in our decision to appoint them. We’re excited to go on this journey with them as our partner.”

Kindred joint MD Sinéad Gray added: “Since the start of the pandemic, 15% of us have become pet parents for the first time. We’re thrilled to be working with them and we’re ready to help inspire millions of pet parents to make sure their four-legged friends are living their very best lives.”