Unleashing Wellness: Operation TransPAWmation 2025 

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Unleashing Wellness: Operation TransPAWmation 2025

Petmania, Ireland’s leading pet care specialist, has officially launched the ninth annual Operation TransPAWmation campaign, designed to empower pet owners nationwide to provide the best possible care for their beloved pets. This year’s initiative runs throughout February and March and promises to be the most comprehensive yet, offering pet owners free access to personalized pet care advice, helping them identify small changes that can have a big impact on their pet’s health and wellbeing. 

 

The campaign was unveiled on February 6th at the Dot Theatre with an engaging panel discussion hosted by Dublin City FM’s Stephen Daly. Panelists included veterinary expert Bobby Ortiz, Petmania’s Operations Manager, Antoinette Long, Petmania’s Grooming Specialist Tara Murphy, and Damien Hanley, from Agria Pet Insurance, delivering actionable insights to an enthusiastic audience of pet owners and media attendees. 

 

Recent research shared by Agria Pet Insurance has highlighted key concerns among pet owners in Ireland. While 78% of dog owners and 76% of cat owners turn to their vet as their first source of guidance, financial barriers remain significant. 10% of pet owners admit to avoiding vet visits due to cost, and 60% of dogs and 76% of cats are currently uninsured. Petmania’s Operation TransPAWmation aims to bridge these gaps by providing accessible, expert-led advice and resources tailored to every pet’s needs. 

 

This year’s campaign focuses on 5 key areas of everyday pet wellness: Optimum Nutrition, Treating with Function, Everyday Health Care, Grooming and Exercise & Play. Petmania’s pet care experts are available at stores nationwide to assist pet owners with each of these issues, as well as providing weight and Body Condition Score checks for dogs and cats, and walk-in microchipping events throughout February and March. 

 

“As pet owners, we all want to give our pets the best possible life. Operation TransPAWmation is an incredible initiative that equips pet owners with practical tools and expert advice to enhance their pets’ overall health and happiness. From refining their diet to better understanding grooming or exercise needs, this campaign empowers pet owners to make meaningful changes that benefit their furry companions,” says Emily Miller, Sales and Marketing Manager at Petmania. 

 

Petmania is proud to announce a new partnership with Agria Pet Insurance for 2025. As one of Europe’s leading pet insurers with over 130 years of expertise, Agria brings tailored insurance solutions to Irish pet owners. Together, Petmania and Agria aim to provide comprehensive, affordable solutions for pet health and wellness, help pet owners prevent and ease the burden of unexpected medical costs. 

 

Pet owners can subscribe to the Operation TransPAWmation programme via www.petmania.ie/ot for personalised guidance and access to exclusive discounts and prizes. Alternatively, they can visit their local Petmania store to kickstart their pet’s health journey with guidance from qualified advisors. 

 

For more information, images, or interview opportunities, please contact petmania@harrispr.ie 

 

About Operation TransPAWmation: 

 

Petmania’s Operation TransPAWmation began in 2017 to address the rise of overweight pets in Ireland and has since evolved into a whole-health campaign for dogs and cats. Over the past nine years, it has helped almost 10,000 pet owners improve their pets’ well-being. For in-person support, pet owners can visit any Petmania store and speak with a member of the team to start their #PetmaniaOT journey. 

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Denny Redmond

JUNIOR ACCOUNT MANAGER

Denny brings a rich and varied background across PR, HR, and theatre production, with PR agency experience and an in-house role with The Gate Theatre, as well as several roles in the HR sector. After taking time to travel and pursue further studies, he returned to the world of PR in 2025, joining the Harris PR team where he supports clients in the food, motoring, retail, festivals & events, and NFP sectors.

 

Denny’s creative waters run deep, and his communication skills, signature energy and collaborative approach make him an invaluable addition to the team.

Viktoriia Hurska

SENIOR ACCOUNT EXECUTIVE

Vika joined Harris PR following her selection as the recipient of the 2025/26 Harris PR Diversity, Equality and Inclusion Bursary, developed in partnership with the Public Relations Institute of Ireland (PRII) and the Open Doors Initiative. Originally from Ukraine and displaced by war, Vika came to Ireland in 2022 and brings over eight years of experience in communications including a wealth of strategic insight, creativity, and international perspective.

 

As part of the Bursary, Viktoriia is completing the PRII Diploma in Public Relations, combining academic study with hands-on agency experience at Harris PR, where she supports clients in the retail, health & wellness, festivals and NFP sectors.

Eve McSweeney

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Eve is a skilled communications specialist who joined Harris PR in 2026 bringing extensive experience in strategic PR across the business, technology, and consumer sectors.

 

Eve previously spent over four years at tech-focused communications agency Beachhut PR, where she delivered strategic positioning, executive profiling, and global media relations for high-growth companies and multinational brands, often translating jargon heavy language into clear messaging. Her experience spans fintech, automotive, e-commerce, Web3, med-tech, supply chain, and enviro-tech industries.

 

She plays a key role in shaping and delivering integrated communications strategies, working closely with clients to build strong narratives, deliver insight-led storytelling, and drive meaningful media engagement.

Emma Geraghty

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Emma started her career in Internal Communications before undertaking a Masters in Public Relations and Strategic Communications. She moved on to become a Public Relations Manager in a fast-paced retail environment for over two years before joining Harris PR in 2025.

 

Experienced in delivering and executing PR campaigns across corporate, consumer and sustainability communications, whilst nurturing brand reputation, Emma manages clients in the health & wellness, retail, festivals and NFP sectors. A true media relations pro, her passion lies in storytelling and identifying news angles that will generate positive coverage while landing key messages.

Niamh McCarrick

DEPUTY MANAGING DIRECTOR

With over 20 years’ experience, both agency and in-house, Niamh is a versatile and passionate PR expert who joined the Harris PR team in 2020.

 

During the course of her career she has worked with a broad range of corporate entities and consumer brands from industries spanning retail, telecoms, and FMCG, and has been the recipient of a number of PRCA awards in recognition of her work. She later served on the judging panel for the annual industry awards for several years.

Niamh specialises in strategy, planning, media relations and influencer management at Harris PR, and is the account lead for a number of brands in the retail, food & beverage, health & wellness and travel & tourism sectors.

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Sonia established Harris PR in 2009, following a decade in agency PR and three years as a journalist with the Sunday Independent.  Her vision is to provide a truly people centric service, delivering standout creative work that moves the dial, while acting as an extension of client teams

 

While taking an active role in client work, alongside running the business, Sonia is responsible for strategic counsel, creative oversight and KPI delivery.  She has advised multinationals, start-ups, NFPs, and more over the course of her career and is deeply committed to advancing the PR industry by investing in talent and building an agency culture rooted in fairness and inclusivity.

 

Sonia is committed to advancing DEI in the PR Industry, and recently commissioned research and prepared the first benchmark report and toolkit for employers on the state of DEI in PR Ireland.  An active member of the PRII, and co-founder of the DEI PR Bursary now in its third year, Sonia has recently joined the board of the PRCA, and is committed to driving more inclusive hiring and workplace practices throughout the industry.