• by Fern Siegel , 4 hours ago

Crufts, the Royal Kennel Club’s annual dog show, among the most famous in the world, has appointed creative agency Tommy to develop a new campaign for 2027.

The assignment followed a competitive pitch. The win is among the first since the Zeal Group acquired Tommy in February.

Tommy will lead campaign strategy, visual identity and creative. A new platform is intended to enlarge Crufts’ appeal among a younger generation of dog lovers. Future creative will position the show as entertainment for all dog lovers. The platform will run across social media, digital advertising, email and out-of-home.

The goal is to keep Crufts' audiences engaged throughout the year, rather than just four-days. Initial work begins in late October ahead of the March 2027 show.

Laura Coyle, senior brand manager, Crufts-Royal Kennel Club, said Tommy’s creative approach “gives us is a consistent platform that allows for both adaptability and variety, helping us to build anticipation throughout the year, welcome new audiences into the world of Crufts and give our existing community even more to enjoy.”

Will Tunstall, Chief Creative Officer at Tommy, added: “Crufts is a quintessentially British tradition, yet there is so much more to it than what we know from TV. We’re excited to have the opportunity to introduce people to everything they didn’t know about the world’s greatest celebration of our four-legged friends.”

Tommy partners with global brands across entertainment, lifestyle and tech, including Netflix, Amazon Prime Video, Blizzard, Mastercard and Google.

Zeal has offices in Manchester, London and Singapore.

The first Crufts show was held in 1891.