Leeds agency Umpf has been appointed by American pet food company Canidae after a competitive pitch.

Umpf has been drafted in to provide strategic advice, trade and consumer PR, including press office support.

Umpf will be launching Canidae at Crufts this week

Umpf will be launching Canidae at Crufts this week

Founded 18 years ago, Texas-based Canidae’s products are grain-free and distributed in the UK by leading pet and aquatic wholesaler Pedigree Wholesale.

Steve Brown, managing director of Pedigree Wholesale, said it had appointed Umpf to bring Canidae’s “story to life in print, online and through experiential activity”.

He added: “There is a huge potential in the UK for what is, for the moment at least, a challenger brand and we have some really exciting campaigns lined up to raise the profile of Canidae in the UK.”