Red Mills is a leading Irish pet supplies brand built on natural, locally sourced ingredients. While its grain-free dog food and treats were well established at home, UK audiences had limited exposure to the full range, so Terrier Agency ran a three-month influencer campaign to change that.
We reached out to over 1,000 UK dog influencers, selecting only those with a genuine interest in trialling the food rather than simply accepting gifted product. The result was authentic, dog-led content from real pet owners, with 127 pieces published across a network with a combined following of over 2 million.
The campaign put the breadth and quality of the Red Mills range in front of UK dog owners through voices they already trusted, prioritising real advocacy over paid placement.
Recruiting Trial, Not Gifting, From 1,000 UK Dog Accounts
Terrier’s shortlist stage checks every profile by hand for audience overlap and engagement quality before outreach, and for this brief the filter was stricter still: only accounts willing to actually feed the range to their own dog for a period, rather than photograph a bag, made the cut. That ruled out a large share of the 1,000+ accounts approached before a single piece of content was briefed.
127 pieces of content across a combined following of just over 2 million is a measure of how many UK dog owners were shown the range through an owner they already followed, not a sales figure. For a brand better known at home than in the UK, that is the exposure problem the campaign set out to close.
