Partner Pet, a high-end pet food maker in China, has taken over the walls of a Hangzhou Metro station for a stray animal rescue campaign.
With the tagline ‘a hand and a paw make a home’, the brand created a wall installation with an interactive touchpoint. Metro passengers and passers-by can ‘high-five’ with a button set in a paw-shaped background. With each ‘high-five’, Partner Pet will donate 10 grams of pet food to a selected stray animal shelter. A digital counter shows how many high-fives they have received in real time. People are encouraged to interact multiple times as well.
The campaign is accompanied by two hashtags on Weibo, China’s Twitter-like microblogging platform, #一手一爪就是家# (#ahandandapawmakeahome) and #击掌新生活# (#highfivetonewlives), garnering 16.45 million and 8.27 million views respectively.
In a video published on Weibo, Partner raised awareness for stray animals and showed off how it has been helping shelters across the country with pet food since 2020.
Partner Pet, labelled ‘China’s top domestic freeze-dried pet brand’, received series B financing from investment firm L Catterton earlier this year. Betting on the booming pet economy in China, Partner Pet has its products sold at over 20,000 shops across China, as well as online platforms.