Premium American pet food brand laps up Umpf for UK expansion
Premium American pet food maker Canidae has hired communications agency Umpf to plot its entry to the UK market.
The pet business is launching its Grain Free Pure dog and cat food brands with social media and experiential, beginning with the Crufts dog show later this week (5 -8 March). It will lead into a bigger campaign, straddling both traditional and digital channels, that will paly up the foods' quality and grain free credentials.
The challenger brand hopes to get through via a deal with Pedigree Wholesale, the UK’s biggest pet an aquatic wholesaler.
Steve Brown, managing director of Pedigree Wholesale, said the foods would benefit from a “fantastic distribution network”. The distributor will also handle the day-to-day marketing for Grain Pure Foods alongside Umpf.
“Our stockists are independent retailers, many who are themselves family-run and they’ve bought into the history of the company, its ownership and the philosophy of ‘fresh meat, whole foods and simple recipes,” he added.
“We’ve appointed Umpf to bring this story to life in print, online and through experiential activity. There is a huge potential in the UK for what is, for the moment at least, a challenger brand and we have some really exciting campaigns lined up to raise the profile of Canidae in the UK.”
Texan-based Canidae was founded 18 years ago. It is available in more than 10,000 stores in the US, including major chain Petco, and sells nearly 100 formulated dry and canned pet foods alongside treats.
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