• by Fern Siegel , July 12, 2024

Nulo has a new way to promote its pet food: coupling Olympians with their pets on the premise that both need to eat well.

Widespread Creative and Nulo's internal creative team are behind the "Fuel Incredible" campaign. Gymnast Simone Biles fronts the work as the newest ambassador for the brand.

Biles is joined by seven other Olympic stars — hepathalete Anna Hall, swimmer, Chase Kalisz, sprinter, Gabby Thomas, para swimmer, Jessica Long, swimmer Regan Smith, shot putter Ryan Crouser, swimmer Caleb Dressel — and their beloved animals.

The effort centers on why these nutritionally-focused people choose Nulo. "As an athlete, I’ve come to appreciate the importance of fueling my body with the right nutrition, and I feel the same way when it comes to feeding my dogs, Lilo and Rambo,” said Biles.

The cross-platform campaign runs across out-of-home, social, broadcast, cable, social and digital, including YouTube, Meta and TikTok through September. There are also retail and print executions. 

Nulo founder-CEO Michael Landa, told Agency Daily: "So many of us benefit from the companionship and emotional support we receive from our pets, and that includes some of the world's most elite athletes. 'Fuel Incredible' is an homage to the powerful bond between competitor and companion. There's an authentic connection between the efforts these athletes go to in order to prioritize high-performance diets for themselves and their pets. Nulo is committed to delivering premium nutrition dogs and cats need to live their fullest and healthiest lives."

Widespread Creative's roster includes Fenoglio, History Channel, Nokia and HBO.