Showcase the traditional rural roots of James Wellbeloved with an enormous 14x12m two-tier stand, designed and built to reflect the aesthetic and comforts of a country house.
Showcase the traditional rural roots of James Wellbeloved with an enormous 14x12m two-tier stand, designed and built to reflect the aesthetic and comforts of a country house. The stand met a range of different needs: it had a VIP breeders’ lounge for more intimate meetings, a media area for TV and press activity supporting Scrufts, and a large impactful area to showcase and sell products and goody bags.
The upper tier was decorated with comfy sofas, armchairs and personal brand touches, making it a relaxed, intimate area for dog breeders and journalists. They could enjoy a hot drink from the serving counter with a great view of the show itself, whilst also watching the new James Wellbeloved TV advert and chatting with James Wellbeloved staff.
Downstairs, consumers could see exactly what made the brand and product so special. Innovative built-in kibble domes kept dogs happy, whilst a digital info area with built-in tablets gave owners the chance to create a tailormade feeding plan for their pets. There were also two retail counters – the James Wellbeloved counter or the Greenies counter – for targets to purchase a goody bag from. Pet owners could also enter a competition to win a year’s free supply of JWB plus a National Trust family annual pass by posting their entry in the bespoke dog kennel.