Crufts collars new agency to broaden show’s appeal

Crufts, the Royal Kennel Club’s flagship annual dog show and live entertainment event, has appointed a new agency to develop a fresh campaign platform for next year’s event, following a competitive pitch.

Tommy, now part of Zeal Group, has been handed the brief in what is one of the first new business wins since its acquisition in February this year. The move expanded the Zeal’s capabilities to include social and digital, alongside creative, PR and brand activation.

Tommy will lead campaign strategy, visual identity and creative, with a new platform designed to broaden Crufts’ appeal among a younger generation of dog lovers, while remaining relevant to its longstanding audience.

Rather than reinventing the brand, Tommy will aim to give Crufts a fresh creative expression for 2027 that feels modern and entertaining, yet true to its heritage.

The campaign will seek to change perceptions of Crufts by capturing the scale, energy and variety of the experience, positioning it as a major entertainment event and a welcoming world for anyone who loves dogs. The creative platform will flex across different audiences, interests and stages of ticket-sales.

It will run across social media, digital advertising, email and out-of-home, balancing the need to build awareness and engagement with the commercial objective of driving advance ticket sales.

Tommy’s creative thinking will also extend into the live event itself, informing opportunities including content capture and vox pops. The ambition is to create a more consistent world around Crufts that can engage audiences throughout the year, extending its presence beyond the four-day event itself.

Initial activity will launch in late October ahead of Crufts at the NEC Birmingham from March 4 to 7 2027.

Royal Kennel Club senior brand manager for Crufts Laura Coyle said: “Tommy’s pitch stood out from the others we saw thanks to the way they captured the sheer scale and variety of everything Crufts has to offer. The team showed a real understanding of what makes the brand so special, then brought that to life through a bold visual approach that celebrates everything audiences can see, discover and experience at the event.

“We were excited by the potential of the idea from the outset. What the creative gives us is a consistent platform that allows for both adaptability and variety, helping us to build anticipation throughout the year, welcome new audiences into the world of Crufts and give our existing community even more to enjoy.

“We can’t wait to work with Tommy and see the campaign come to life.”

Tommy co-founder and chief creative officer Will Tunstall added: “Crufts is a quintessentially British tradition, yet there is so much more to it than what we know from TV. We’re excited to have the opportunity to introduce people to everything they didn’t know about the world’s greatest celebration of our four-legged friends.

“We’re looking forward to creating a platform that entertains people wherever they spend their time, builds anticipation throughout the year and comes fully to life across the event itself. There is so much to discover at Crufts, and we can’t wait to help more people feel part of it.”

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