Purina Pro Plan
4 days of doggie heaven
3 fun branded games
1 star prize!
Objective
Purina Pro Plan tasked us with creating an engaging consumer activation for Crufts 2026 that would bring their wider “Feed Your Pet Like A Pro” campaign to life.
The objective was to create a stand experience that felt interactive, educational and premium, while communicating Purina Pro Plan’s science-led nutrition benefits in a clear and accessible way. The activation also needed to drive data capture, encourage post-event purchase and create desirable personalised giveaways for visitors.
Solution
We created Game, Set, Win! — an interactive consumer area inspired by the “Feed Your Pet Like A Pro” campaign. The activation invited visitors to take part in a series of branded, educational games, complete the set and win like a pro.
The stand combined playful participation with product education, using a series of interactive challenges linked to Purina Pro Plan’s key nutritional benefits, including shiny coats, strong muscles, healthy joints and digestive wellbeing. To keep the experience transparent and avoid any contention, we incorporated visible electronic leaderboards, automated timers and live scoring.
Personalisation was a key part of the experience. Guests who completed the games received a personalised Crufts 2026 rosette and goodie bag, creating a keepsake that felt premium, memorable and emotionally resonant. Match cards also featured a QR code to encourage post-event purchase, extending the brand connection beyond the visitor’s Crufts experience.
The activation was designed to be inclusive and accessible, allowing wheelchair users to take part in all elements of the stand. We also ensured neurodiverse visitors were not excluded if the full game environment felt overstimulating, offering personalised rosettes for assistance dogs without requiring the full set to be completed.
Sustainability was considered throughout. The set was built from wood for reuse in future builds, the Batak element was rented to avoid unnecessary production, and eco-smart tote bags were used for the goodie bags.
Challenges
As with any high footfall live event, the main challenge was creating an activation that could remain engaging and operationally smooth over four busy days at Crufts.
The experience needed to balance fun and competition with transparent communication, particularly around timers, scoring and prizes. To support this, we introduced automated scoring mechanics, visible leaderboards and clear audience-facing systems to avoid confusion or contention.
Operationally, the team also had to plan for the realities of a live exhibition environment, from intermittent WiFi to ensuring key assets were protected and backed up. Spare sets of core materials, safe storage solutions and backup power were all built into the planning, helping the activation run consistently throughout the event.
REsults
The Purina Pro Plan Crufts activation successfully delivered a captivating, educational and welcoming consumer experience that brought the “Feed Your Pet Like A Pro” campaign to life.
Across four days and approximately 32 hours, the stand engaged over 2,000 consumers, with visitors taking part in the interactive exhibits and responding enthusiastically to the personalised rosettes. The activation generated a constant queue each day and received strong positive feedback from guests, with the rosettes described as one of the standout giveaways of the event.
The campaign delivered against key KPIs, achieving a 39.86% opt in rate, exceeding the target by 4.86% and improving on 2025 by 6.86%. The stand also delivered 17.5 hours of vet conversations, exceeding target by 1.5 hours and 2025 performance by 5.5 hours.
Importantly, the activation reached a largely new audience, with 79.43% of visitors identified as new to brand. This helped Purina Pro Plan educate both new and existing consumers on its science-led nutritional benefits while continuing to build brand love.
The client feedback was extremely positive, with Purina scoring Chilled 10/10 for likelihood to recommend. They praised the team’s energy, passion, enthusiasm and the quality of brand ambassadors, noting that “the rosettes went down a storm.”
Services
activation
Engaging with public, creating positive, meaningful brand & retailer moments.
CREATIVE & Ideation
From concept, build to execution.
Project Management
End to end management; from ideation, design and build, onsite management with delivery.