A new brand positioning for EUKANUBA focusing on lifelong wellbeing to be launched at Crufts meant we needed to make a real impact at this internationally famous and crowded show.

With an ambition to truly stand out with something very different at Crufts, we decided test whether the scientifically proven fact that classical music can have a relaxing effect on the human body would apply equally to dogs.

Working with composer Iain Jackson we created A Dog’s Tale – an original score of classical music with beats per minute replicating a dog’s resting heartbeat. Putting the score to the test with a canine focus group we found a 22% reduction in heart rate after listening to piece.

Packaging up our story with visually rich, multi-channel content, we went big – securing an exclusive with Clare Balding and Alan Carr on Channel 4, a national exclusive with The Times and widespread coverage spanning nationals, radio, consumer lifestyle, pet and trade titles, not to mention a barking mad response from the Famous Dogs of Instagram.

Exceeding the coverage KPIs by 20%, the track was listened to over 6,500 times in the first three weeks resulting in a spike in web traffic of +87.6% on the day of launch with average visit duration +13.4%, alongside a reach of over 55,000 on social.