Nulo “Fuel Incredible”

Nulo set out to tap into the shared ambitions of pet parents and sports enthusiasts to drive awareness of the premium quality and benefits of its pet food products through "Fuel Incredible," an integrated marketing campaign that leveraged eight Team USA athletes surrounding the 2024 Paris Olympics and Paralympics. In order to establish strategic alignment with Olympic content and build association with its athlete ambassadors, Nulo worked with each athlete on the campaign, the cornerstone of which was a 60-second television spot titled “Every Dream They Hold.” Each of Nulo’s athlete ambassadors - Simone Biles, Caeleb Dressel, Gabby Thomas, Regan Smith, Ryan Crouser, Chase Kalisz, Anna Hall and Jessica Long - were featured in the spot, which debuted in July 2024 and aired nationally on Peacock and ESPN, as well as locally on NBC in priority markets. Developed in partnership with Nulo’s in-house creative team and directed by Kelly Lipscomb of Widespread Creative, the 60-second spot begins at the break of dawn as each athlete awakens with their pets and prepares for the day. It tells a story of perseverance, illustrating the ups and downs of a rigorous training schedule and the emotional support the athletes’ pets provide in their quest for excellence. A 30-second cut of “Every Dream They Hold” was also created, along with 30-second spots showcasing each individual athlete and his/her pets. “Every Dream They Hold” ranked in the top 1% of U.S. ads for short-term sales potential and exceeded average benchmarks for eliciting an overall "love" reaction from viewers, with 80% of viewers associating Nulo as an Olympic sponsor despite no official association. The campaign spurred a 17% surge in Google searches within 24 hours of gold medal wins by Nulo athlete ambassadors. Key website metrics also soared: organic visits rose by 21%, “Shop Now” clicks increased by 29% and engaged sessions grew by 33%. With the help of authentic partnerships with accomplished athlete ambassadors, Fuel Incredible exemplifies the power of storytelling in fostering a deep connection between brand, audience and mission.