Leeds-based brand agency set to help launch first cultivated meat product for cats and dogs
Cultivated meat is made by cultivating real cells from animals or fertilised eggs in a lab or factory, rather than from the slaughter of an animal. Principles has been tasked with developing the strategic and creative brand positioning as well as cross-channel execution to launch the brand.
Ben Norman, Principles’ strategy director, said: “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.
Advertisement
Hide AdAdvertisement
Hide Ad"I’m also really chuffed to see the new proposition we’ve developed, with the input of so many marketing leaders, bear fruit and resonate with clients new and existing.”
Owen Ensor, CEO at Good Dog Food, said: “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.”
The appointment comes after Principles recently made two senior hires and won several new clients following its new proposition launch. The Headingley-based firm also has a plan to double turnover and profit within 2 years.