Nulo “Every Dream They Hold”
The 7th Annual Awards
- Best Advertisement: 60 Sec and Under
ABOUT THIS ENTRY
The cornerstone of Nulo's "Fuel Incredible" campaign, celebrating the pivotal role pets play in the lives of elite athletes, "Every Dream They Hold," debuted in July 2024 on the networks of Peacock, NBC and ESPN, showcasing Nulo’s team of elite athlete ambassadors - Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall and Jessica Long - alongside their pets.
Produced by Widespread Creative in conjunction with Nulo’s in-house creative team, the 60-second spot captures the daily journey of elite athletes and their pets, highlighting the emotional support pets provide in the furtherance of achieving greatness. The campaign illustrates the highs and lows of training and the deep bond between athletes and their four-legged companions.
A 30-second cut of “Every Dream They Hold” was also created, along with additional 30-second spots featuring each athlete and their pet(s).
How does this represent "Excellence in Engagement"?
Nulo’s “Fuel Incredible” campaign set a new standard for fan engagement by seamlessly connecting elite athletic performance with pet owners’ passion for their pets. The campaign strategically aligned with the Games through creative storytelling, driving an 80% viewer association with Olympic sponsorship despite no official affiliation.
Led by the emotionally resonant “Every Dream They Hold” ad spot, the campaign sparked a 17% spike in Google searches within 24 hours of gold medal wins by Nulo’s athlete ambassadors. Fan engagement translated into action, with organic website visits increasing by 21%, “Shop Now” clicks rising 29%, and engaged sessions up 33%. iSpot and Brand24 data ranked the campaign’s hero ad spot in the top 1% of all U.S. ads for short-term sales potential, with an above-average “love” reaction that boosted conversion likelihood.
By proving that an authentic emotional connection - rather than an official sponsorship - can be the driving force behind deep consumer engagement, “Fuel Incredible” reshaped expectations for athlete-brand collaborations. Its ability to inspire, convert and foster community sets a benchmark for how brands can create cultural relevance and move the industry forward.
Objective
Nulo set out to tap into the shared ambitions of pet parents and sports enthusiasts to drive awareness of the premium quality and benefits of its pet food through "Fuel Incredible," an integrated marketing campaign that leveraged eight Team USA athletes surrounding the 2024 Paris Olympics and Paralympics. In order to establish strategic alignment with Olympic content and build an association with its athlete ambassadors, Nulo worked with each athlete on the campaign, the cornerstone of which was a 60-second television spot entitled “Every Dream They Hold.” Each of Nulo’s athlete ambassadors - Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall and Jessica Long - were featured in the spot as well as social media content, earned media and creative advertisements that appeared across digital, OOH, print and television leading up to and throughout the Games.
Strategy & Execution
“Every Dream They Hold,” the 60-second television spot that served as the cornerstone of the “Fuel Incredible” campaign, appeared on the networks of NBC Universal nationally (Peacock) and in priority local markets (NBC), as well as nationally on ESPN. The inspiring TV spot emotionally connected with pet lovers and sports fans, while complementary content appeared in OOH, print and digital ads in priority markets. All channels were utilized to showcase Nulo’s team of athlete ambassadors and their pets as real-life examples of how dogs and cats fueled by Nulo lead full, active and healthy lives all while providing unwavering support and companionship along the way.
Organizations
- Widespread Creative
- Epitaph Group
Links
Featured
- Team USA athletes Simone Biles
- Caeleb Dressel
- Gabby Thomas
- Regan Smith
- Ryan Crouser
- Chase Kalisz
- Anna Hall
- Jessica Long
Credits
Michael Landa
CEO
Nulo
Jennifer Rottenberg
Head of Brand & Consumer Marketing
Nulo
Brandon Monroe
Digital Marketing Director
Nulo
Jessica Weaver
Director of Creative Operations
Nulo
Kelly Lipscomb
CEO
Widespread Creative
Emily Clarey
Head of Marketing Strategy
Epitaph Group
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
