JWB Stand


Crufts, celebrated in true style

Type: Exhibition Client: JWB Crufts
The Challenge

25 years’ at Crufts, celebrated in true style

Create a stand to celebrate 25 years attending Crufts

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.

The Idea

Showcase James Wellbeloved

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.

JWB Stand
JWB Stand
JWB Stand
JWB Stand
The Impact


Show visitors

80,000 +

Visitors to stand


Increase in awareness
  • “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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