Brandvertising at work

Through well-planned creative advertising communications S&® gives a brand a unique positioning and a voice that's more distinctive, more engaging than that of its rivals. All concepts, copywriting and creative direction by Andy Sellers.

  • Stand
  • counter
  • iPad
  • leaflet

S&® introduces new positioning to help drive sales for online veterinary pharmacy client Vet-Medic at Crufts 2014.

This year’s Crufts saw a new brand positioning platform conceived by S&® for Vet-Medic – ‘Championing Animal Healthcare’. The creative theme was highlighted on two new Show stands for Vet-Medic, which were designed and constructed by exhibition contractor Advent. All stand display graphics and promotional messaging were designed and artworked by S&®.

S&®’s promotional package for Vet-Medic at Crufts 2014 centred on a free prize draw to win ‘Free Flea & Worming Treatment for the Life’, with competition entries being via iPads on stand, capturing customer data. A secondary traffic-building feature was a free scratchcard promotion to win one of 100 Kindle e-readers.

Vet-Medic Pharmacy is an official sponsor of Crufts and with its two new Show stands featuring the ‘Championing Animal Healthcare’ platform the Company again dominated the veterinary medicine sector of the Show. Vet-Medic had three stands at Crufts, all of which featured promotional display material and promotional literature conceived, designed and produced by S&®.

The comprehensive pre- and at-Show promotional campaign produced by S&® comprised breeder press and Kennel Club ads, KC leaflet insert, emailing, 8 page Showguide, scratchcards, ‘Welcome Back’ voucher leaflet, stand graphics, iPad interface and PR.

Crufts is the world’s biggest dog show with over 28,000 dogs competing and 160,000 visitors attending – and with S&®’s help the event has again proved a huge success for Vet-Medic.

Concept & copy: Andy Sellers. Art direction: Tony Greentree.