Stocky & Dee

Muckle Media was initially appointed by luxury dog accessorises brand Stocky & Dee to support with product placement for their new and existing lines. 

Muckle then went on to provide PR support that not only raised the brand’s profile but also the co-founders. Husband and wife duo, Chris and Mairi, set up Stocky & Dee in the midst of a pandemic that saw a surge in pet ownership sweeping the nation.


Muckle Media was initially tasked with securing product placement for the brand during a time when pet ownership and emerging pet brands were at an ultimate high.

The goal was to raise awareness of the brands profile, story and focus on pet accessories that were not only practical but stylish.


Focusing on a competitive market, media relations were delivered in a variety of ways through our press office.

Muckle Media worked with Stocky & Dee to identify the most newsworthy activity for press and devised a regular stream of content to gain exposure in target outlets. This included business updates, competition partnerships, charity initiatives and seasonal angles for their product lines.

A limited number of products were also shared with top tier journalists wishing to sample Stocky & Dee’s luxury accessories.


Throughout the project, Muckle Media secured over 50 pieces of local, trade, regional and national press coverage including in titles such as The Independent, The Scotsman, Edinburgh Evening News and MSN.

Coverage secured resulted in a high domain authority with the average being 61 and over a million estimated coverage views.