Laser Engraving Experience for Pet Expos | Crufts x Royal Canin
At Crufts 2023 we delivered a standout brand experience with a live laser engraving activation for Royal Canin.
The activation gave dog owners the chance to personalise premium dog tags for their pets on the spot, driving footfall and positive brand relations at the event.
Following its success, we were brought back for a repeat activation in 2024 and tasked with delivering an upgraded experience at Crufts 2025.
Industry Leading Live Event Printing @ Crufts 2023
The Brief
As a headline sponsor of Crufts, Royal Canin wanted to do more than simply showcase their product range.
Their objective was to create a hands-on experience that built positive associations with the brand, encouraged dwell time at the stand, and connected emotionally with dog owners.
Our Approach
We developed a high-impact laser engraving experience, designed specifically for the scale and energy of Crufts.
Using our MerchLab software – built to handle high-turnover environments – we ensured the activation ran smoothly with minimal queues, even during peak footfall periods.
Visitors were invited to customise a dog tag for their pet, choosing their text before watching it come to life via real-time engraving.
With multiple engravers in operation and experienced staff guiding the process, the activation maintained a fast pace and delivered consistently high-quality results.
Laser Engraving for High-Turnover Events
At the core of the experience was our state-of-the-art laser engraving system, capable of precision personalisation at speed.
Tags were engraved with pet names or short custom messages, transforming a simple giveaway into a personal keepsake.
The process was visible to all, giving attendees a behind-the-scenes look at the tech in action and adding a sense of theatre to the experience.
Branding was woven throughout, from the tags themselves to packaging and on-site visuals – reinforcing Royal Canin’s premium, pet-first positioning.
The Result
Over four days, we engraved more than 2,900 dog tags, each representing a meaningful, hands-on brand interaction. The activation proved hugely popular, with strong footfall throughout the event and overwhelmingly positive feedback.
Following the success of 2023, we were invited back to deliver the same activation for Royal Canin at Crufts 2024 — a clear sign of its lasting impression.
In 2025, our presence at Crufts expanded even further. We were hired to deliver laser engraving experiences for multiple pet brands, cementing our reputation as the go-to team for high-impact, high-volume brand activations at pet expos.
Explore our Crufts 2025 activations here.
Interested in creating a high-impact laser engraving experience for your next event? Get in touch to find out how we can bring it to life.
