Member Article

Leeds agency gives a bit of ‘umpf’ to US pet food firm looking to break the UK

Leeds PR and social media agency Umpf has been appointed by American pet food company Canidae to launch its ‘Grain Free PURE’ dog and cat food brands in the UK.

Umpf will be providing strategic advice, trade and consumer PR, social media and event activation. Umpf will launch Canidae to the UK consumer market at Crufts this week.

Founded 18 years ago, Texas-based Canidae is a family-owned and run natural pet food company.

Its products are grain-free and made from simple recipes which include just seven to ten carefully selected key ingredients with fresh meat, poultry or fish always being the first.

Canidae is being distributed in the UK by leading pet and aquatic wholesaler Pedigree Wholesale.

Steve Brown, Managing Director of Pedigree Wholesale, said: “We’ve lined up a fantastic distribution network for the Canidae dog and cat food Grain Free PURE brands.

“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’.

“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.”

Canidae is launching to the public at Crufts, the largest show of its kind in the world, from 5-8 March at the NEC in Birmingham.

This was posted in Bdaily's Members' News section by Clare Burnett .