Across the years that we’ve worked with Natures Menu, the team have consistently strived for more extraordinary stands every year, with Crufts at the heart of the calendar. The 2024 stand not only stands out visually, but is memorable for its interactivity too.

At the centre of the stand, the main ‘kitchen’ was a familiar and welcoming space for visitors. From the product display, print, and AV content, there were multiple ways to find out more about the brand. An educational video featuring Nature’s Menu’s in-house veterinary advisor encouraged associations of safety and trust, with nuggets of advice then peppered further throughout the space. Of course, the expert Natures Menu team were on-hand to answer questions and introduce guests to their range of raw pet food.

As you move across the space, there are multiple interactive features. To one side of the kitchen, the dedicated ‘Puppy Zone’ is a play-haven for pups and their owners, with a whole box of toys and games available. Meanwhile on the other side, a ‘spin the wheel’ game encourages human guests to enter the on-stand competition. Customers are also prompted to participate at the themed campfire area. Complete with a custom-made tent, firepit, and log seating, the campfire area connects the competition and prize of a dog-friendly outdoor getaway.

On-stand engagement plays a big part in this exhibition stand, encouraging user-generated content and positive associations of Natures Menu. However, we ensured that interactivity was kept in balance with brand. From the carpet and custom kitchen island to the header panel and large hanging banner, core brand assets anchored the space from all perspectives.