American pet food brand Canidae brings in Umpf for UK launch

Leeds-based agency Umpf has won a competitive pitch for Texas-based pet food company Canidae to launch its products in the UK.

This is the first time the brand has appointed a UK PR agency as it prepares to launch in Britain at the dog show Crufts, which will be held at the NEC in Birmingham from 5 to 8 March.

The agency will provide trade and consumer PR as well as social media and event activation.

Canidae is being distributed in the UK by pet wholesaler Pedigree Wholesale, whose MD Steve Brown said: "We’ve appointed Umpf to bring this story to life in print, online and through experiential activity.

"There is a huge potential in the UK for what is, for the moment at least, a challenger brand and we have some really exciting campaigns lined up to raise the profile of Canidae in the UK."

The account joins the agency's client roster, which includes Bupa, Made In Britain and Warner Brothers.

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