We have a big win to celebrate. Crufts has appointed Tommy to lead campaign strategy, visual identity and creative across social, digital, email and out-of-home for its 2027 event.
For an agency enamoured with its office dogs, shout out to Freddie, Dave, Molly and Frank, and driven to create work that entertains, this feels like a very good match.
More than a TV Moment
Crufts is a quintessentially British tradition, but there is much more to the experience than what audiences see on TV.
Our campaign will capture the scale, energy and variety of the event, helping a new generation of dog lovers discover everything Crufts has to offer while remaining relevant to its longstanding community.
This is not about reinventing an already distinctive brand. It is about building on everything people love about Crufts and giving it a fresh creative expression for 2027.
“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.”
Laura Coyle, Senior Brand Manager at Crufts, The Royal Kennel Club
A World Around Crufts
The new platform will flex across different audiences, interests and stages of the ticket-sales journey. It will appear across social media, digital advertising, email and out-of-home, balancing entertainment and engagement with the commercial goal of driving advance ticket sales.
The thinking will also extend into the event itself through content capture, vox pops and other opportunities to bring the campaign world to life on the day.
Ultimately, the ambition is to make Crufts feel bigger than a four-day event. We want to build anticipation throughout the year, give its community more ways to engage and help more people feel part of the world’s greatest celebration of dogs.
““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.””
Will Tunstall, Co-founder and Chief Creative Officer at Tommy
The appointment is one of the first new-business wins to come through ZEAL Group since Tommy joined the group, expanding its capabilities across social, digital, creative, PR and brand activation.
The first campaign activity will launch in late October, ahead of Crufts at the NEC Birmingham from 4 to 7 March 2027. Watch this space.
