Principles Agency, a leading brand communications agency based in Leeds, has been selected to spearhead the European launch of a revolutionary product by start-up Good Dog Food. The pioneering offering introduces cultivated meat for cats and dogs, a breakthrough concept that utilizes animal cells directly from eggs to create real meat without the need for conventional farming methods.

Good Dog Food’s cutting-edge product is set to debut in the United Kingdom, and Principles Agency has been entrusted with the critical tasks of crafting strategic and creative brand positioning, as well as executing cross-channel marketing efforts to ensure a successful launch.

“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,” expressed Ben Norman, Strategy Director at Principles Agency.

Owen Ensor, the CEO of Good Dog Food, shared his enthusiasm for the collaboration with Principles Agency, stating, “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 strategic partnership with Good Dog Food marks an exciting milestone for Principles Agency, who recently made two senior hires and won several new clients following the successful launch of their compelling new proposition. The agency is committed to building unforgettable brands and pursuing a sustainable growth plan, aiming to double turnover and profit within the next two years.