Crufts, The World's Greatest Dog Show

Type: Exhibition Client: JWB Crufts
The Challenge

To create a memorable, engaging experience for visitors

A celebration of all things Dog

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 Idea

Showcase James Wellbeloved

Create a natural woodland themed journey for Customers whilst showcasing the traditional rural roots of the James Wellbeloved brand

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.




The Impact


Show visitors


Goody bags distributed


Positive Interactions
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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