Pet Parents Opps: Nulo Pet Food introuces first national campaign starring Simone Biles (Score 77)
Sales lead: Reach out now to offer campaign ad space. 
- Nulo Pet Food just kicked off its first-ever national campaign featuring its newest brand ambassador Simone Biles and her French Bulldogs.
- The push is called "Fuel Incredible" and will be supported across social, digital, CTV, OOH, and digital OOH.
- Nulo is reportedly allocating $10m towards this campaign, which is scheduled to run for 12 months.
In other news:
- Nulo named Amie Hansen CMO in May 2023.
- Hansen previously served as CMO of Mielle Organics.
- It also hired Michele Pytko as marketing VP in August 2023.
- Pytko most recently served as CMO of Bark 'N Leash.
Target demographic: Millennial & Gen-X pet-parents
The company will likely:
- Significantly increase ad spend over the next year
- Continue using influencers in its creative work
- Build out agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Nulo started airing national TV ads this year spending about $204.1k YTD.
- Ad programming: It placed ads during programming such as Water Polo, Women's Water Polo, Tennis Classics, World Poker Tour, and Athletes Unlimited Basketball.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Nulo spent about $625.7k on digital display ads YTD, down 37% from $1m spent in this channel during the same time period of 2022.
- YTD data: 92.2m impressions via Facebook (92%) and Instagram (8%).
- 2021-2022 spend: Full-year spend fell by 33% from $1.5m in 2021 to $1m in 2022.
- Ad location: It placed 100% of these ads directly onto facebook.com and instagram.com.
Agency analysis:
- Opportunity: Get in touch with the new marketing DMs now to see if they plan on hiring any agency partners.
- We have not confirmed any current agency relationships for Nulo.
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
