Pawsitively Exciting Developments for Grub Club with TV and Retail Deals

The insect protein pet food brand launches its first-ever TV advert using its prize media value from the 2023 Sky Zero Footprint Fund

Today, Sky Media announces that the 2023 Sky Zero Footprint Fund Grand Prix winner, Grub Club, will make its TV debut using its £1 million media value prize fund.

After thorough deliberation, Grub Club, which produces insect-based dog food, was selected as the overall Sky Zero Footprint Fund winner last December. The brand was praised for its ability to shake up the pet food industry, its bold creative idea, and because it’s a simple sustainable swap that anyone can make.

This news of Grub Club’s TV launch comes shortly after the brand recently announced its retail expansion plans with the UK’s largest pet retailer, Pets at Home. This deal will see its range of treats and dental sticks stocked in 460 stores nationwide and online.

Supercharging the retail opportunity, Grub Club’s TV campaign is powered by Sky Media’s Performance Solutions and One Campaign measurement, airing across a mix of linear and VOD channels. In addition, the campaign will refine its target to pet owners, based on web search behaviour and Pet’s At Home’s postcode data to optimise the brand’s new retail deal.

The ad, used the brand’s pet mascot Stephen, to display human’s fears and anxieties about climate change from the perspective of a dog. The creative, which is available to view above, was crafted and produced in partnership with Small World Collective and Nusa Films, and follows best practice advice and recommendations from the Advertising Association’s AdGreen programme.

Alessandro Di Trapani, Co-Founder at Grub Club Pets, said: ”We’re delighted to launch our first ever TV ad with Sky Media. The Sky Zero Footprint Fund has given us an incredible opportunity to drive mass reach and build this exciting new category of pet food. We hope that it sparks more conversation about the role insects can play, not just in feeding our pets, but also in helping us fix our global food systems for future generations to come.”

Sarah Jones, Director of Planning, Sky Media, added: “We’re excited for Grub Club’s advert to make it’s TV debut. Grub Club is disrupting the pet food market, and we feel privileged to be part of their journey in spreading the knowledge of their products. Personally, I can’t wait to see the impact this will have on their business and the sector in general.”

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