July 26, 2024 – Nulo, one of the nation’s fastest-growing pet specialty food brands, has debuted ‘Every Dream They Hold’ based on its successful ‘Fuel Incredible’ campaign. The campaign, which officially kicked off last fall, emphasises the pivotal role pets play in the lives of elite athletes.
Nulo’s ‘Fuel Incredible’ campaign is designed to highlight the profound connection between athletes and their pets, illustrating that success is not just measured in medals and titles, but in the shared journey of wellness and mutual support. The campaign features a mix of digital media, print and television ads. The cornerstone is a 60-second television spot that will appear on the networks of NBC Universal and ESPN, showcasing Nulo’s team of athlete ambassadors and their pets, highlighting some of America’s most decorated athletes, including Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall and Jessica Long.
“Many of us benefit from the companionship and emotional support of our pets, and that includes some of the world’s most recognisable athletes,” said Michael Landa, Nulo’s founder & CEO. “‘Fuel Incredible’ is a tribute to the powerful bond between competitor and companion. With this initiative, Nulo aims to highlight the vital role pets play in supporting these athletes. There’s a genuine connection between the dedication these athletes show in maintaining high-performance diets for themselves and their pets.”
In partnership with Nulo’s in-house creative team, and directed by Kelly Lipscomb of Widespread Creative, the spot begins at the break of dawn as each athlete awakens with their pets and prepares for the day. It tells a story of perseverance, illustrating the ups and downs of a rigorous training schedule and the emotional support their pets provide in their quest for excellence.
“We wanted to closely examine the relationships between these athletes and their pets,” said Lipscomb. “The emotional toll and stress that strenuous training and completion take are often overlooked. Their pets and their unsung heroes, offering unconditional love and support on their journey to the top.”
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