Lucre announces six-figure win with premium pet food brand

Simon Austin's picture
by Simon Austin

Leeds agency The Lucre Group has announced a six-figure account win for its Home & Lifestyle division.

True Instinct is a ‘super-premium pet food’ brand produced by Natures Menu, who Lucre have previously worked for. The agency's brief is to introduce True Instinct to both trade and consumers in the UK while continuing to educate on the benefits of a raw diet for dogs and cats.

The contract is for retained PR and key activations for 2018, including the brand launch, media and blogger engagement, product placement and elevated news, and educational campaigns.

James Langan, Commercial Director for Natures Menu and True Instinct, said: “Lucre has gone above and beyond in its work for Natures Menu so, when it came to PR, it was a natural choice for us to appoint them.

"Their passion for our business combined with the knowledge they’ve amassed on the sector really sets them apart. We are very much looking forward to continuing our working relationships with the team and experiencing continued success.” 

Tamarind Wilson-Flint, Lucre co-owner and Director added: “It isn’t every day that you have the opportunity to help transform a market and challenge the industry norm.

"True Instinct is a truly innovative range which doesn’t just raise the bar on ingredient quality and diversity but also introduces a unique dry product which is a first for the UK. As a team of pet lovers, we couldn’t be more delighted to extend our work with the team.”

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