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
eukanuba website on mobile
Picture of dog running in a field
eukanuba in store advertisement
celebrating your own champion competition on tablet

Insightfully inspired creative in action.


Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014 Awards presented to Decide include: DBA Design Effecttiveness Award Winner; IPM Awards Silver Winner 2019; The Luxury Packaging Awards Finalist 2014; MDA Marketing Design Awards Finalist 2014