Business Challenge

Crufts, the world’s largest dog show, is a high-impact brand moment for Royal Canin to connect and build loyalty with 160,000 breeders, owners, and experts. But with 500 competing booths, people’s attention is fragmented, and engagement is shallow. We needed to cut through that noise and claim Royal Canin’s leadership in science-backed nutrition. With a scalable event system that delivers a memorable, measurable experience.

Human Perspective

At Crufts, everyone’s an expert. From seasoned breeders to proud dog owners, they’re unified by the drive to learn, flex, and get recognized for their knowledge. As the leader in science-backed nutrition, we tapped into that instinct – and reimagined knowledge sharing as an experience people can interact with, explore, and get rewarded for. It’s learning by playing.

Lab Process

Instead of broadcasting nutritional facts with a sales-driven booth, we created a personalized experience that invites discovery. With physical breed tokens as the main entry point, we turn curiosity into engagement. By letting visitors choose their own breed, the experience gets personal. When the physical token is placed, the tactile interface unlocks a seamless transition into the digital experience. Creating a small moment of magic.

Innovation outcome

Designed to stand out, the Breed Lab is where science meets play. The hands-on, breed-centric experience puts visitors’ knowledge of pet nutrition to the test. Pick a physical token, step into breed-specific scenarios, and make decisions about your dog's care and nutrition, with their unique needs backed by Royal Canin’s science. Turning complex knowledge into an engaging, queue-worthy experience. No hard pitch. Just play and prove.