Years came to us with a strong vision, ambitious goals and bundles of energy ahead of Crufts 2025. With a big, bold presence on social media and wider marketing channels, Years wanted an exhibition stand to welcome their community into.

It was key that the space drove awareness of the brand, felt lively and interactive, and enabled the team to get product into the hands of the customer.

Core brand assets were used throughout the space – for instance, the primary Years purple, which was complimented by pops of bright colour. With very little purple in the hall at Crufts, the stand was nicely differentiated amongst the competition. We brought the logo into key areas across the space, including as a large LED-lit standoff piece at the top of the tower.

A product display extended around the outside of the tower, with the colourful Years packaging adding to the colourful design. Customers were encouraged to read the ingredients list and see what goes into each meal, with AV content and graphics to support.

But Years didn’t just want to tell customers about their product, they wanted to show them too. In the live cooking zone, Years’ in-house chef was preparing meals and interacting with visitors. We teamed up with specialist AV company Fonix to create a live stream of the cooking, which was projected on screens to make it more engaging.

Interactivity was key for Years, and a ‘spin the wheel’ feature further encouraged guests to get involved. It was a definite hit, and with plenty of prizes up for grabs, there was a constant queue to participate. The wheel was hosted by ‘Waggy’, who brought as much energy as his orange trousers and purple waistcoat. What’s more, hidden around the stand each day were a select few ‘purple tickets’, which entitled the lucky winner to a mystery prize.

With a busy stand throughout the event, a tangible buzz in the air and plenty of conversation, it’s safe to say that Years achieved their goal of a fun, lively and community-driven space at Crufts.