Engagement Experiences for Pet Expos | Crufts 2025
After successful activations at Crufts 2023 and Crufts 2024, Noonah returned to Crufts 2025 to deliver a new wave of engagement experiences for pet expos.
This time, we partnered with four major dog care brands – Bella & Duke, Royal Canin, Vitalin, and Butternut Box – each looking to create unforgettable moments for pet lovers and their furry companions.
Our mission was to drive interaction, generate branded content, and ensure every guest walked away with something memorable.
How We Brought Four Pet Brands to Life at Crufts 2025
Bella & Duke – Live Engraving Water Bottles
Objective
Bella & Duke wanted a giveaway that would be practical, personal, and brand-led. The aim was to spark meaningful one-to-one interactions with visitors and ensure the brand was seen across the event floor in a way that felt relevant to pet owners.
Our Approach
We delivered a live engraving activation where guests could personalise a branded water bottle with both their name and their dog’s. Using our MerchLab live printing software, we ensured a fast, high-quality engraving process that could keep up with high visitor demand across the four days.
The Result
Guests loved the opportunity to create a customised keepsake that they could share with their dog. Bottles were seen in use immediately around the event, acting as walking brand touchpoints. The activation helped Bella & Duke stand out in a crowded hall and drove steady footfall from start to finish.
Royal Canin – Smart Vending & Prize Vault
Objective
Royal Canin wanted to deepen connections with pet owners through education, targeted product sampling, and brand-led incentives. Their goal was to deliver a standout experience that combined utility with reward.
Our Approach
We delivered two experiences at their stand. The first was a smart vending machine that asked visitors a few quick questions about their dog’s lifestyle and health. Based on their answers, guests were given a tailored vet product from Royal Canin’s range, vended live on-site. Alongside this, we installed a digital prize vault, giving guests the chance to win a year’s supply of Royal Canin food – a headline-worthy incentive designed to drive repeat visits and buzz.
The Result
The combination of personalisation and reward proved incredibly effective. The vending journey encouraged genuine conversations between staff and visitors, while the prize vault drew a crowd and kept Royal Canin’s stand consistently busy. It was a clear evolution of our previous successes with them at Crufts 2023 and Crufts 2024.
Vitalin – Joy Chaser Data Capture Game
Objective
Vitalin’s main goal was to capture first-party data in a way that felt fun, interactive, and non-disruptive. They also wanted to increase visibility and dwell time on their stand.
Our Approach
We deployed our Joy Chaser game, a fast-paced, touchscreen-based experience where users collected virtual stars, toys and dog treats for a chance to win a prize. Participation required data submission, seamlessly combining entertainment with lead generation.
The Result
Joy Chaser delivered on every front — the bright visuals and competitive gameplay drew in visitors, while the entry mechanic captured clean, valuable data for follow-up. Vitalin’s stand saw increased dwell time and strong engagement across all four days of the show.
Butternut Box – Personalised Dog Bandanas
Objective
Butternut Box wanted to connect emotionally with dog owners through something cute, custom, and instantly wearable. The activation needed to generate shareable moments and strong brand recall.
Our Approach
We provided a live printing solution that allowed visitors to personalise a dog bandana with their pet’s name. Each bandana was printed on demand using our high-speed MerchLab setup, ensuring a fast and seamless experience even during busy periods.
The Result
Dog owners loved seeing their pet’s name brought to life on branded merchandise. Many put the bandanas on their dogs immediately, creating a wave of visual UGC throughout the show floor. The activation delivered strong emotional engagement and extended Butternut Box’s visibility far beyond the stand.
The Impact
Across all four activations, our tech-enabled experiences generated high footfall, created tangible brand moments, and delivered clear ROI.
Whether it was through personalisation, gamification, or intelligent product sampling, each brand benefited from a tailored engagement strategy built for the unique energy of Crufts.
Once again, we proved why Noonah is a go-to partner for delivering engagement experiences for pet expos that connect, convert, and leave a lasting impression.
Whether you’re planning your first pet expo or levelling up your presence for the next big show, we can help you build an experience that stands out.
Let’s talk – or revisit what we delivered at Crufts 2023 and Crufts 2024.
