BRIEF:
YuMOVE, the UK’s No.1 joint supplement brand, needed to spotlight its new digestive range. With 73% of dogs facing summer tummy troubles, the challenge was making soggy dog poop talkable, shareable – even delightful.
SOLUTION:
We uncovered a cultural truth: owners obsess over their dogs’ faces, but a happy face starts with a happy bottom. So we created The National Pooptrait Gallery, a tongue-in-cheek outdoor exhibition opposite the National Portrait Gallery. Featuring pieces from Vincent Van Guff to Pablo Pic-Arsso, each gilt-framed artwork celebrated the overlooked end of the dog, sparking a true “rear-naissance.” Visitors explored the collection, sampled YuMOVE Digestive, received mini pup portraits and entered our “Strike a Poo-se” Instagram competition.
RESULTS:
100+ pieces of coverage. 42 million adults reached. 100% brand inclusion. YuMOVE Digestive sales up 14%.
Sometimes the best conversations start from the bottom up.
