Crufts is the world’s largest international Dog Show, starting in 1981 it now attracts over 181,000 visitors each year.

James Wellbeloved home of naturally healthy pet food, has been a proud exhibitor at Crufts for over 25 years, and also sponsors the popular family cross-breed competition Scrufts.

Our brief was to rebrand the existing stand from 2022 incorporating the natural look and feel of the James Wellbeloved brand and to create an engaging and memorable experience to ensure James Wellbeloved remained at the forefront of customers minds following the show.

The stand this year includes the ‘new breeder lounge area’ which has been adapted to be more open plan and to allow the breeder team to have more engaging conversations with customers.

The stand incorporates the natural look & feel of the James Wellbeloved brand with a combination of astroturf, paved flooring, a 6m Sycamore tree in the centre and wooden furnishing throughout.

When entering the stand customers were given a leaflet which entitled them to a ‘free James Wellbeloved goodybag’ by collecting a stamp at each different area.

Customers visited the live photo op where they were able to have their photo taken with their dogs on the wooden stye, play the buzz wire game, test their Wisdom with the Wisdom guess the dog breed game and have a go at the ever popular spin 2 win game.  Once customers had collected all 4 stamps they then visited the central counter where they received their goodybag which included products from the James Wellbeloved dog food range and exclusive show offers.

i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience accelerating brand growth. Reaching the gaming community was a natural fit for the brand with the gaming industry being an ever-growing industry achieving a 7.3% growth YOY, reaching Rubicon RAW’s 18-35 year old target audience with a slight male SKU.

The gaming industry is a natural fit for energy brands as it helps achieve enhanced concentration allowing users to play their best, but for longer periods of time too.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

i2i developed a strategy to reach gamers at multiple touchpoints including at EGX one of the biggest UK Gaming events hosted at the London Excel. EGX attracts approximately 42,000 visitors across a 4 day activation giving gaming fanatics the chance to trial new game releases, engage with relevant brands & watch & play tournaments. This proved a great opportunity to capture a nationwide reach & engage with customers whilst they are in a positive & relaxed mindset.

i2i used research to determine the most popular times that gamers eat, as well as the food they are most likely to order & created a targeted campaign alongside food delivery companies distributing free samples & supporting collateral driving future purchase.

Another layer to the strategy was by conducting workplace sampling in industries which were likely to reach a high percentage of our target audience. Customers were given the opportunity to provide feedback post-trial for the opportunity to be included in a prize draw providing valuable customer insight.

i2i brand experience agency worked closely with Rubicon RAW to reach their key objectives which included driving awareness and trial amongst their core audience. Students were a natural fit with 63% of students completing high energy & focus tasks such as coursework & studying during the evenings. Naturally students are a loyal audience for brands, statistics advise that 60% of students believe when they connect with a brand they will remain brand loyal showcasing the importance of remaining front of mind.

Therefore it was imperative to drive brand awareness and future purchase with engaging brand sampling focusing on high volume, cost efficiencies, and targeted sampling in a memorable and interactive way.

i2i developed a range of collateral including leaflets, fridge stickers, & posters & sought permission to place in core universities around the North of England. Alongside this we completed numerous universities takeovers placing products in both students homes, communal spaces, & also at fresher events.

i2i wanted to create a disruptive & memorable impact by creating numerous touchpoints to reach the audience, but also in an environment which is comfortable, but also providing the surprise & delight element!

Money off coupons were provided to give consumers the opportunity to purchase in future

The Free From & Allergy Show has been a hugely popular amongst the coeliac audience with 25k visitors attending their London show each year. The show has proven to be a perfect opportunity for FMCG brands to reach their audience, with 90% attending to discover new foods.

The key for Genius was showcasing their brand in an immersive & engaging manner, providing stand-out at the show vs. competitor brands & converting to purchase with their knowledgeable team of brand experts & extensive range of samples available.

i2i developed a set-up which included a horse-box trailer which held all cooking equipment & cleaning facilities & then a centralised counter to distribute samples from, this allowed the team to sample a multitude of products in the range.

A eye-catching shopping area was placed to the side of the stand, allowing customers the chance to ask questions & get recommendations from the team as well as taking advantage of the excellent show offer.

A data capture mechanic was used, firstly to collate product feedback & find out brand perceptions & a secondary one was used to extend mailing list contacts incentivised by partaking in a spin to win for a chance to win a prize.

A range of samples were handed out changing throughout the day to accommodate sweet & savory & also specific meal times.

The main focus for this guerrilla marketing campaign was to drive awareness and trial therefore getting the products into the hands of the core audience, in a memorable way, was essential.

Research proved that when consumers trialled Pineapple Passion it was a hit & drove future sales, so raising that initial awareness by sampling is key.

The sampling tour was 5 weeks & included a geographical spread across England & Scotland.

We produced a suite of branded assets to be utilised across both Rubicon Spring & Sparkling whilst showcasing their individual personalities.

i2i developed innovative kit which showcased the brands personalities, for Rubicon Spring a pineapple bubble machine was placed on the streets highlighting the bubbly nature of the drinks & creating theatre to attract passers by.

Rubicon Sparkling had a branded TukTuk which gave consumers a FREE ‘unboring journey’ to work or seeing the sites around London whilst they enjoyed their delicious sample. For many customers this was a WOW! moment & they were extremely grateful for the experience.

Full sized samples were offered of both variants & i2i worked closely with logistical partners to ensure the team maximised distribution, serving tasty chilled drinks, whilst successfully completing guerrilla activity where feasible.

The main focus of our guerrilla marketing campaign was to drive awareness and trial, therefore getting the products into the hands of the core audience, in a memorable way, was essential.

i2i were briefed to utilise the brands colourful assets to create a set-up which would stand out in busy urban centres.

i2i recommended a sampling schedule for the KA guerrilla marketing campaign, to reach major urban destinations in both London & the Midlands, where KA would be able to target their core audience.

Utilising the brand assets i2i designed an innovative kit using dumpbins shaped as replica cans, a highly branded recycle bin to encourage responsible disposable of waste and brightly coloured uniforms.  We also developed a KA spinning wheel to enhance the unique mix of brand flavours as well as large festival flags to give height branding and stand-out in busy locations.

All customers were offered a different KA flavour to try & to provide valuable consumer feedback to the sampling team.

Davidstow wanted to reach holidaymakers & locals in popular Cornish towns with an effective guerrilla marketing campaign. The goal was to share their exquisite range of delicious cheeses as free product samples.

Without trial it is difficult for customers to understand the vast differences in taste between alternative brands as well as between the different brands within the Davidstow range.

Although brand awareness is relatively high amongst Cornish locals, nationwide brand awareness proved to be relatively low.

i2i developed a strategy to drive trial, future purchases & increase brand awareness.

i2i recommended a mobile sampling activation to maximise opportunities to interact with consumers in the RIGHT environments at the RELEVANT times whilst paying minimal costs on venue fees.

Location plan was targeted to Cornwall ensuring the campaign captured key towns & cities, attracting family holidaymakers throughout the summer months.

The schedule incorporated a variety of relevant settings such as family leisure locations, harbour sides and beaches.

A simple yet eye-catching set up was used to ensure high impact and brand memorability for consumers.

Samples were offered across 3 different variants of cheese appealing to a range of consumers tastes.  Consumers were able to taste & compare the different strengths of flavour and discover what was the best Davidstow cheese for them.

An experienced team led the activation educating consumers of the key benefits of the range & making recommendations based on consumers preferences.

As the UK’s leading live marketing agency, James Wellbeloved used the i2i team to market at Dog Fest, a popular dog festival that attracts thousands of visitors nationwide across 3 consecutive weekends throughout September.

James Wellbeloved briefed i2i to repurpose their current assets to create an eye-catching stand where they could promote & sell their lucrative show offers whilst receiving advice from a knowledgeable brand team.

Our live marketing agency was responsible for redesigning the James Wellbeloved trailer ahead of Dog Fest including striking graphics, a range of props, & a header on top of the unit to give clear height visibility throughout the event site. The trailer was made to feel welcoming & a range of foliage was used to enhance the setup.

The rebranded trailer was designed in an eye-catching way to attract consumers and their pets to visit offering them a personalised consultation with a member of the James Wellbeloved team delivering product advice & recommendations as well as offering the chance to purchase online utilising an attractive show offer. Alongside this consumers were also incentivised to continue purchasing following the activation by offering a redeemable discount at a later point.

Influencers were invited to visit over the weekend to receive a goody bag and to drive awareness of  the brand on social media.

Rubicon briefed our marketing and events agency to develop a sampling strategy to reach students across the north of England giving them the chance to trial the new Rubicon Raw energy drink consequently increasing brand awareness & converting to future purchases.

Being a new energy drink on the market there is fierce competition from competitor brands, it was essential for Rubicon Raw to drive awareness of the product to ensure consumers select over their regular choice.

We selected a number of universities across the North of England in key cities which delivered a high footfall of students & were notoriously known for delivering immersive & engaging freshers events. We developed a cost effective but impactful kit which included a branded back banner showcasing the brand messages, 2 branded dumpbins, a feather flag to deliver height branding & a highly motivated & engaging team wearing branded uniform communicating the key brand messages.

By using our marketing and events agency, the team were able to create a stand that caught the eye, drew consumers over to receive their free sample.

This was a great opportunity for the team to collate feedback on the product & brand perceptions face to face with the target audience providing valuable insights for our client.

Crufts is the most important and largest dog shows in the world and an important part event for pet food brand, James Wellbeloved.

Our brief was to create a stand celebrating 25 years attending the show – and leave the competition in no doubt who the market leader was.

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.