Pet Food News

Canidae hires Umpf to launch brand in UK market

Canidae has hired UK communications agency Umpf to help it as it enters the UK market at the Crufts dog show March 5-8, 2015.

The company will launch its Grain Free Pure dog and cat food brands with trade and consumer public relations, social media and event activation, leading into a bigger campaign that will use traditional and digital channels to play up the products’ quality and grain-free attributes.

Canidae is working with Pedigree Wholesale, the UK’s largest pet and aquatic wholesaler. The distributor also will handle day-to-day marketing of Grain Free Pure, along with Umpf.

Steve Brown, managing director of Pedigree Wholesale, said the foods would benefit from a “fantastic distribution network.”

"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," Brown added.

Texas-based Canidae was founded 18 years ago. It is available in more than 10,000 stores in the US, and sells nearly 100 formulated dry and canned petfoods, plus treats.

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