A breed apart

The world’s premier dog show Crufts has announced that entry for its wide variety of competitions is 25 per cent up on last year, indicating that tomorrow’s show will be its best-attended to date. Crufts has confirmed that over 24,000 dogs will compete across the four-day event, which returns to Birmingham’s NEC from tomorrow until Sunday.

As a regular exhibition stand designer and installer at the event, Smart Display has once again created two unique brand environments for exhibitors at the event; Burns Pet Nutrition and Sniffers. Smart Display’s regular exhibitor Burns Pet Nutrition has undergone a stand refresh for this year’s shows, including an updated colourway and an interactive “spin-the-wheel” game offering visitors the chance to win a range of “pawsome prizes”.

“We are being a bit more selective as to where we exhibit in 2024,” says marketing manager at Burns Pet Nutrition Kate Johnston. “But the Smart stand always works really well for us, and we are looking to touch base with customers old and new.”

Sniffers meanwhile has adapted its striking branding and “Chews they’d choose” campaign as last seen at PATS Telford last October.

“We wanted our branding to really pop out at PATS Telford, and so many people commented on the impact,” says Rachael Bancroft, national account manager at Sniffers. “We took advice from the design team at Smart Display and it really worked for us, so we were happy to re-use the elements for Crufts this time around.”

With a history stretching back to its inaugural show in 1891, Crufts has become somewhat of a national institution for dog-lovers everywhere. Having been acquired by the Kennel Club in 1941, the show is now a global phenomenon, with 3766 dogs – a record number number for Crufts – making their way from overseas to compete in this month’s show. The action is also broadcast on national television, with over 15 hours of coverage scheduled, culminating in the live award of the coveted Best in Show award on Channel 4 this Sunday evening.

For exhibitors, the well-attended exhibition is a unique opportunity to promote their pet care products to a highly relevant niche audience of dog enthusiasts.

“Crufts would not be Crufts without our exhibitors,” says Crufts’ chairman Tom Mather. “We thank everybody who makes Crufts such a wonderful event, whether it is those who have been loyally returning year after year or those who are experiencing the show for the first time.”

If you are in the pet care sector, Smart Display is the trusted partner for exhibition stand design and build across a range of industry shows including Crufts, PATS Telford, Interzoo and Deutsche Vet. Get in touch today and see what we can do for you.