Nulo Pet Food highlighted the 2024 Paris Olympics with its Fuel Incredible ad campaign. The first-time Olympics advertiser's goal for the campaign was designed to highlight the connection between athletes and their pets, illustrating that success is not just measured in medals and titles, but in the shared journey of wellness and mutual support. The campaign premise, however, was that all dogs and cats are incredible, and all of their stories deserve to be told.
To date, Nulo's athlete ambassadors have secured nine gold and five silver medals at this summer's Olympics in Paris.
The integrated, mulitmedia program told the stories of eight world-class athletes and the relationships they have with their pet companions. Beginning last October, Nulo launched the 'Fuel Incredible' campaign with gold medalist gymnast Simone Biles and her French Bulldogs, Lilo and Rambo. During the 2024 Paris Olympics, Biles won three gold and one silver.
Joining Biles on the podium of Nulo’s featured Olympic athletes and their pet partners were:
- Anna Hall, 2023 world silver medalist heptathlete, and Labrador Emma
- Caeleb Dressel, a swimmer who added two gold medals and a silver in Paris bringing his career total to 10 Olympic medals with nine golds, and Jane the English Labrador and Rems the cat
- Chase Kalisz, gold medalist swimmer in the Tokyo 2020 Olympics, and bulldog Floyd
- Gabby Thomas, who took home her first gold medal for the Women’s Track & Field 200-meter race in Paris, and pug Rico
- Jessica Long, 16-time gold medalist paralympic swimmer, and goldendoodle Goose
- Regan Smith, who won two gold and three silver in swimming during the 2024 games, and cat Roo
- Ryan Crouser, American shotput legend and discus thrower who won one gold in Paris, and black lab Koda
“We believe that behind every great athlete is a support system, and our pets are an integral part of that — offering emotional support, companionship and unconditional love,” said Michael Landa, Nulo’s founder and CEO. “Our pet food recipes are crafted to ensure that while athletes chase their dreams, their pets are also fueled with the premium nutrition they need to be at their best.”
From June through September, the integrated communications program will include ads, videos, and more spanning social, digital, broadcast, cable, retail and print.
"In every pet parent's heart, there's a triumphant dream, a vision of victory. But behind this dream, there's a loyal companion with four paws and a tail. Nulo's 'Fuel Incredible' mission celebrates this special bond - the silent, steadfast support from a pet in a human's journey through life."
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