A lonely heart with a difference.

Creative PR.

Bruce, the Patterdale Terrier from Black Dog Ballroom, is a bit of a celebrity around Manchester but he doesn’t have a special someone to share romantic moments with – apart from his owner Jobe of course.

A local Manchester celebrity who inspired the Black Dog Ballroom branding, the pup also had his very first acting role in the new Dog Bowl cinema ad, and more recently a range of Dead Legacy t-shirts featuring the pup’s print.

We needed a story to promote the brand at Valentine’s Day and thought why not kill two birds with one stone and find Bruce a date at the same time.

We penned a lonely heart ad for Bruce, complete with a carefully selected photo -you can’t underestimate the power of a profile picture in this modern social media mad age – and issued a press release to the media.

“Athletic 4 year old male, 3ft tall, 22lbs with black hair and brown eyes currently seeks playful pooch who enjoys the outdoors, American-style food and is unfazed by fame.”

This quest for love was supported by local media including Northern Quarter Manchester, 4 Manchester Women and I Love Manchester, and then his search for a date went nationwide with coverage on the Daily Mirror. 

To keep abreast of Bruce’s antics you can make friends with him on Facebook here!