Co-branding a champion

Celebrating Eukanuba's sponsorship of Crufts.

Being the principal sponsor of Crufts as well as partner in pet nutrition with the Kennel Club, Eukanuba’s challenge was to leverage and celebrate this association whilst communicating the Brands product benefits via a Shopper Marketing Toolkit.

DECIDE built the proposition and campaign copy line ‘Celebrating your own Champion’ around the insight that for dog lovers, their pets are at the centre of their world, a trusted friend and member of their family –  ‘their Champion’ and in fact equal in status to Best in Breed or Best in Show at Crufts.

To educate shoppers and consumers about the health benefits of advanced nutrition at all life stages and to leverage Eukanuba’s principal sponsorship of Crufts we created a disruptive and memorable shopper marketing Campaign depicting one of the UK’s favourite breed of dog, Labrador Retriever, which was brought to life in-store at Pets at Home plus other independent pet stores.

What we did

  • Campaign Creation
  • Shopper Marketing toolkit
  • Digital

Insightfully inspired creative in action.

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