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Principles to launch European-first cultivated pet food brand

Principles Agency has been appointed by start-up Good Dog Food to launch its European-first product.

The company is behind cultivated meat for cats and dogs – that means real meat, but it’s made by cultivating animal cells directly from an egg, so without the need to raise and farm animals for food.

It’s coming to the UK first and has employed the Leeds agency to develop its strategic and creative brand positioning as well as cross-channel execution for launch.

‘We’ve been massively inspired by the team at Good Dog Food from day one, what they’re doing has the potential to really change the world so it’s a privilege to be given the opportunity, and responsibility to launch such a progressive brand,” said Ben Norman, Principles’ Strategy Director.

Owen Ensor, CEO at Good Dog Food added:

“From day one Principles have understood what we’re trying to achieve. Launching a new brand in a brand new product category is challenging and Principles have been up for it from the start. We’ve enjoyed working with the team this far and we can’t wait to see the end result!”

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