Matrix Partners, a brand strategy and communications firm specializing in the pet products industry, recently announced that an integrated marketing campaign it created for Barkworthies dog chews and treats was declared a winner of a coveted Gold Hermes Award. The Hermes Creative Awards program is an international competition for creative professionals involved in the concept, writing and design of traditional materials and programs as well as emerging technologies. Entries are judged by the Association of Marketing and Communication Professionals, a third-party evaluator of creative work that has judged over 200,000 entries since its formation in 1994.
The purpose of this campaign was to raise awareness for Chews Rescue, a charitable animal rescue donation program from Barkworthies, which was coordinated and implemented by Matrix Partners. As part of the campaign, Barkworthies pledged to cover the adoption costs for eligible dogs at three shelters—Chicago Canine Rescue, One Tail at a Time and Austin Pets Alive!—over the weekend of April 30, to promote and support “Adopt a Shelter Pet Day (4/30)”. The company also invited dog owners nationwide to submit photos of their own rescue pets, along with their rescue story for a chance to win one of five Barkworthies product prize packs.
Matrix Partners planned and staged all aspects of this coordinated public relations and social media initiative. The firm’s team secured media coverage on top Chicago and Austin TV stations and in well-known publications, pet trade publications and consumer media outlets, generating nearly 140 million media impressions.
“Chews Rescue is a win-win for rescue dogs, pet parents and animal shelters,” said Don Tomala, managing director of Matrix Partners. “On behalf of Matrix Partners, we’re extremely honored to receive this award and to have had the opportunity to coordinate such a rewarding campaign on behalf of our generous client.”