Nulo “Fuel Incredible”
The 7th Annual Awards
- Best Integrated Campaign
ABOUT THIS ENTRY
“Fuel Incredible" is a compelling marketing journey that intertwines the aspirations of elite athletes with the unwavering support of their pets. It's an homage to the powerful bond between competitor and companion, positioning Nulo as the nourishment of choice for champions aiming to supply peak health for their dogs and cats.
How does this represent "Excellence in Engagement"?
Nulo’s “Fuel Incredible” campaign redefined fan engagement by seamlessly integrating elite athlete storytelling with pet-focused content, creating an authentic connection between performance-driven nutrition and everyday pet owners. Through a multifaceted approach, including digital, social, TV, print and OOH, the campaign positioned Nulo as the go-to pet nutrition brand for those who see their pets as training partners in life.
By aligning with beloved Team USA athletes like Simone Biles and Caeleb Dressel, “Fuel Incredible” tapped into the excitement of the Games, sparking organic engagement without an official sponsorship. This strategy paid off, as 80% of viewers who saw Nulo’s campaign associated the brand with being an Olympic sponsor despite no official affiliation. The campaign’s impact extended beyond awareness, driving a 21% surge in organic website visits, a 29% increase in “Shop Now” clicks and a 33% jump in engaged sessions.
“Fuel Incredible” set a new benchmark for how brands can foster meaningful fan connections without traditional sponsorships. By leveraging athlete storytelling, data-driven digital engagement and an emotional connection between consumers and their pets, the campaign demonstrated the power of authenticity in marketing, proving that true engagement isn’t just about visibility, but also inspiring action.
Objective
Nulo aimed 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.
A central challenge of the effort was creating a unified campaign that seamlessly incorporated each of Nulo’s athlete ambassadors. Campaign Objectives included increasing the following: Awareness (measured lift in brand awareness in Summer 2024), Acceptance (motivate pet owners to switch to Company's products) and Action (Drive a $15 million lift in sales).
Through creative ads featuring athletes and their pets alongside supporting earned media and social content, Fuel Incredible spotlighted athlete ambassadors and emphasized the role of pets as vital members of their support networks, celebrating the unconditional love, comfort and joy pets provide to Olympians and Paralympians as they prepared to compete on the world stage, establishing an aspirational connection that was able to resonate with pet parents everywhere.
Strategy & Execution
Nulo crafted a campaign that highlighted the connection between nutrition, performance and pet companionship, targeting sports fans and pet parents alike surrounding the 2024 Olympic and Paralympic games. Collaborations with Team USA athletes Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall and Jessica Long celebrated the role pets play in physical, mental and emotional well-being.
A 60-second TV spot titled “Every Dream They Hold” aired nationally on Peacock, ESPN and NBC in priority local markets, alongside social, programmatic, OOH and print placements in Olympic Trials markets and key DMAs. Athlete-led storytelling and earned media efforts underscored Nulo’s campaign message.
The campaign blended creative storytelling and strategic media placements, the TV spot emotionally connected with pet lovers and sports fans, and complementary content appeared in OOH, print and digital ads in priority markets. Social media and PR amplified awareness, leveraging athlete partnerships and authentic storytelling.
Organizations
- Taylor Strategy
- 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
Emily Clarey
Head of Marketing Strategy
Epitaph Group
Kait Stack
Vice President
Taylor Strategy
Holden Hill
Associate Director, Media Relations
Taylor Strategy
Kelly Lipscomb
CEO
Widespread Creative