Vet’s Kitchen has joined forces with UK website Dog Friendly, the UK’s largest database of places to stay and visit that welcome dog owners and their pets, to produce their first exclusive on-pack consumer promotion.

The promotion, starting at the beginning of February 2012, offers customers the chance to win hundreds of prizes worth around £300K, including a luxury dog-friendly cottage holiday, £200 vouchers towards dog-friendly cottage short breaks, Dog Friendly holiday guide books, dog toys, a consultation with leading canine behaviourist, Jez Rose and the chance to sign up for free membership to Dog Friendly worth £5.99 each.

Vet’s Kitchen’s managing director, Joe Inglis, says: “Previous in-store promotions have worked very well but we were keen to try something new and we believe that this promotion will reinforce a number of brand perceptions and further strengthen Vet’s Kitchen’s positioning as a natural lifestyle partner for dog owners.

"As well as being passionate about feeding natural, high quality foods to our pets, I also believe that they should be treated as a member of the family - and being able to take them with you on holiday can only add to the enjoyment of dog ownership.”

Promotional bags of Vet’s Kitchen natural dog food will be available in over 1700 UK retail outlets including Asda, Ocado, Sainsbury’s, Waitrose and independents. To enter, customers will need to purchase one of the stickered bags and enter the unique code found on a special card inside the bags at www.dogfriendly.co.uk/vetskitchen.

The campaign is forecast to run for up to six months and will be largely driven via the web and social media, and through advertising and PR across specialist dog media.