Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

The Max & Mila’s World Dog Walk

Brand: Lidl

Campaign: Max & Mila’s World Dog Walk

Source: https://www.imagensdemarca.pt/artigo/a-caominhada-do-lidl/

Goal: To celebrate the launch of a new pet food brand and support animal protection associations

Summary: The ‘Max & Mila’s World Dog Walk’ organized by Lidl brought together over 300 families and pets in the Jamor area. The event was aimed at celebrating the new pet food brand and also presented the results of the ‘Pa-Tudo’ solidarity project, which has raised over 270,000 euros distributed to more than 50 animal protection associations, highlighting Lidl's commitment to animal welfare.

Portugal

Lidl, a Shopping Cart Full of Projects for Pets

Brand: Lidl

Campaign: Max & Mila’s World Launch and ‘Pa-tudo’ Project

Source: https://www.imagensdemarca.pt/artigo/lidl-um-carrinho-cheio-de-projetos-para-animais-de-companhia/

Goal: Launch a new pet food brand and support animal welfare

Claim: High-quality pet products at affordable prices

Summary: Lidl launched its new pet food brand, Max & Mila’s World, during a family event called 'Cãominhada', which brought together around 300 families and their pets. The event highlighted Lidl's commitment to the growing pet food segment and featured the announcement of results from the charity project 'Pa-tudo', which raised €270,000 through reusable bag sales for animal welfare associations caring for approximately 12,700 animals nationwide.

animal welfare charity Lidl pet food

Portugal

Lidl brings together pet product range under new private brand

Brand: Lidl

Campaign: Cãominhada Max & Mila’s World

Source: https://www.imagensdemarca.pt/artigo/lidl-reune-gama-de-produtos-para-caes-e-gatos-sob-nova-marca-propria/

Goal: To launch a unified brand for pet products and support animal welfare associations

Claim: Creating a unified brand for our range of dogs and cats

Summary: Lidl has launched a new private brand called Max & Mila’s World, which consolidates its offerings for pet care and food into three product lines: Basic, Advanced Care, and Gourmet. The initiative also includes a public event, the Cãominhada, to promote the brand and support animal welfare associations by donating part of the sales from their special campaign.

animal welfare brand launch Lidl pet care

Germany

Humane World for Animals: Blink-182 Drummer Travis Barker Advocates for More Animal Protection in Daily Life

Brand: Humane World

Campaign: Awareness for Animal Welfare

Source: https://www.horizont.at/marketing/news/humane-world-for-animals-blink-182-drummer-travis-barker-wirbt-fuer-mehr-tierschutz-im-alltag-103361

Goal: Promote animal welfare in daily life

Claim: More animal protection in everyday life

Summary: In a new campaign, Blink-182 drummer Travis Barker advocates for increased animal welfare in everyday activities, aiming to raise awareness about the importance of protecting animals.

animal welfare Travis Barker

Portugal

EPAL transforms old uniforms into new accessories for dog walks

Brand: EPAL

Campaign: A EPAL é PET Friendly

Source: https://www.imagensdemarca.pt/artigo/epal-transforma-antigas-fardas-em-novos-acessorios-para-os-passeios-dos-caes/

Goal: Promote animal welfare and responsible behavior in public spaces

Claim: EPAL is PET Friendly

Media: Newsletter, Retail locations

Summary: On World Dog Day, EPAL launched new accessories for dog walking, made from old employee uniforms through a partnership with United to Remake. The collection aims to promote animal welfare and responsible behavior in public spaces, while also supporting animal protection entities. New items include a bag and a bone-shaped dispenser for waste bags.

animal welfare sustainability upcycling

Portugal

Lidl Raises 150,000 Euros to Support Animal Causes

Brand: Lidl

Campaign: Saco Solidário ‘Pa-tudo’

Source: https://www.imagensdemarca.pt/artigo/lidl-angaria-150-mil-euros-para-apoiar-causa-animal/

Goal: Support animal protection associations

Media: In-store sales

Summary: Lidl Portugal has raised over 150,000 euros for animal welfare through the sale of the 'Pa-tudo' Solidarity Bag, with part of the proceeds supporting 54 local animal protection associations. The initiative coincides with International Abandoned Animal Day and aims to help stray animals and prevent abandonment while also supporting vulnerable families with pets. The bags are made from Ocean Bound Plastic.

animal welfare charity support environmental initiative

Belgium

Radio Contact Mobilizes Against Animal Abandonment

Brand: Radio Contact

Campaign: Mobilizing Against Animal Abandonment

Source: https://pub.be/fr/radio-contact-se-mobilise-contre-labandon-des-animaux/

Goal: Raise awareness against pet abandonment

Summary: Radio Contact is launching a campaign to raise awareness about the issue of animal abandonment. The initiative aims to mobilize the public to take action and prevent the neglect of pets.

animal welfare public awareness

Portugal

EPAL reinforces project ‘EPAL is PET Friendly’ with the launch of PET bowls

Brand: EPAL

Campaign: A EPAL é PET Friendly

Source: https://www.imagensdemarca.pt/artigo/epal-reforca-projeto-a-epal-e-pet-friendly-com-lancamento-de-tacas-pet/

Goal: Promote sustainability and social inclusion.

Claim: EPAL is PET Friendly

Summary: EPAL has launched a new collection of PET bowls for pets, crafted in collaboration with Reshape Ceramics, as part of the 'EPAL is PET Friendly' initiative that promotes sustainability, social inclusion, and animal protection. The project emphasizes circular economy and social innovation, combining functionality, design, and social impact. The bowls represent EPAL's commitment to environmental and social value generation, employing individuals who have faced incarceration to create these unique ceramic pieces.

animal welfare social innovation sustainability

Czech Republic

Dogpoint Launches Campaign ‘Let Them Home’. Dogs Rescued from Puppy Mills Need Legislative Change

Brand: Dogpoint

Campaign: Let Them Home

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/dogpoint-spousti-kampan-pust-je-domu-psi-zachraneni-z-mnoziren-potrebuji-zmenu-zakona/

Goal: Support a petition for legislative change to help rescued animals find homes faster

Media: outdoor, media, social media

Summary: The nonprofit organization Dogpoint has launched a campaign titled 'Let Them Home' in collaboration with agencies Boomerang and Taste. The campaign aims to support a petition for legislative changes that would allow animals rescued from puppy mills to find new homes more quickly. The campaign features specific dogs from shelters, highlights the struggles they face, and seeks to engage the public in discussions around the issue. The campaign will kick off with an outdoor installation and will include PR communication, a digital campaign on social media, and influencer involvement.

animal welfare legislative change pet adoption

Norway

Did Not Get Media Attention – Now Sophie Elise Reads the Press Release on the Radio

Brand: Coop

Campaign: Radio Announcement of Award

Source: https://www.kom24.no/anima-coop-dyrevelferd/fikk-lite-mediedekning-kjopte-radioreklame-med-sophie-elise/937294

Goal: To highlight Coop's decision to phase out fast-growing chickens and to give recognition.

Claim: Recognition of good news

Media: Radio

Summary: Animal welfare organization Anima created a radio ad with Sophie Elise reading a press release about Coop's decision to phase out fast-growing chickens, after the press release received little media attention. The campaign creatively used a commercial format to deliver good news and recognition instead of selling a product.

advertising animal welfare media engagement