Retail giant John Lewis is to change its Christmas advert showing a dog left out in the snow following a campaign by a Shropshire radio station.
Julie Hill, from DogCast Radio based in the Stretton Hills, created a Facebook group and an online petition after she saw the advert on TV last Sunday.
Within hours, more than 1,000 people had joined the group and more than 800 had signed the petition, which called for dogs to be inside with their owners at Christmas rather than outside in kennels.
And bosses at John Lewis said today they would be launching shorter versions of the advert this weekend with a different ending.
Louise Cooper, senior manager at John Lewis, said: "Our intention was to portray a poignant moment where the little boy shows affection for his dog by putting a stocking on his kennel.
"We purposely show a lovingly decorated kennel and the breed of dog was specifically chosen as one that is used to being outside some of the time. Rannoch is a well-loved pet and his owner is very happy with how he is portrayed. We also had a dog handler present at the shoot."
Mrs Hill, who has been involved with the station for dog lovers which broadcasts over the internet twice a month, said the outcome was "absolutely brilliant".
She added: "I have been saying we can have a strong, effective voice and speak up for animals. We've done what we set out to do."
In the text of the petition on www.thepetitionsite.com, Mrs Hill said: "Dogs belong in the house with their people - not out in the snow in a ramshackle, doorless, bare kennel - even if it is adorned with fairy lights."
By Hannah Costigan