MINI UK Opens its Doors to Paws for Happier Travel Partnership with Dogs Trust

In a world where every marketer talks about being consumer-centric, Earned advertising agency The Brooklyn Brothers have defined a new consumer altogether for MINI. Of the furry, four-legged variety.

Inspired by the rising influence of dogs on our everyday lives, MINI UK have partnered with Dogs Trust to set out to become the first officially dog-friendly automotive brand. The first step on that journey is now complete as research confirms that 9 out of 10 dogs are happy in a MINI. 

“As the UK’s largest dog welfare charity, we’re delighted to be part of MINI’s journey to becoming fully dog friendly. It’s really important that your car is right for the whole family, including your four-legged passenger, whose needs and safety requirements are slightly different to ours.” says Dr Jenna Kiddie, Head of Canine Behaviour at Dogs Trust.

David George, director of MINI UK says: “Born from our entire team’s passion for dogs, we are so excited to be partnering with Dogs Trust, an organisation that is very close to my heart after we adopted our Lurcher, Harry from them three years ago. With more dogs in families now than ever before, we want to help make sure they travel safely and enjoy the ride.

“As our partnership continues we are really looking forward to working with Dogs Trust to help us support our MINI and dog-loving customers across the car buying and ownership journey, as we strive to become the UK’s first officially dog-friendly car retailer.”

To launch the partnership, The Brooklyn Brothers created a joyful film showing a group of characterful dogs getting up close and personal with a range of MINI models, and loving every second.

“It was clear to us from the beginning that dogs loved MINI as much as people do! So the spirit of ‘MINI loves dogs & dogs love MINI’ captures our point of view brilliantly. We worked with Dan Burn-Forti who brought real distinction to our film & photography,” says Simon Poett, executive creative director at The Brooklyn Brothers.

Dogs Trust representatives were on set throughout, ensuring best practice. Head of Canine Behaviour, Dr Jenna Kiddie explains some important car safety factors in the behind-the-scenes project film.