Tommy wins Crufts 2027 creative account

The appointment is among the first new business wins for ZEAL Group since it acquired Tommy in February 2026.

Crufts has appointed creative agency Tommy, part of ZEAL Group, to develop its campaign platform for 2027 following a competitive pitch. Tommy will oversee campaign strategy, visual identity and creative across social media, digital advertising, email and out-of-home.

The Royal Kennel Club’s flagship annual dog show and live entertainment event will use the campaign to broaden its appeal among younger dog lovers while maintaining its connection with its established audience.

Tommy to develop Crufts campaign across channels

Tommy will create a creative expression for Crufts that reflects the event’s heritage while presenting its scale, variety and entertainment value to audiences. The agency will focus on positioning Crufts as an event for anyone interested in dogs, rather than solely as a traditional dog show.

The campaign platform will adapt to different audiences, interests and stages of the ticket-buying journey. Activity will span social media, digital advertising, email and out-of-home, with the dual objectives of building awareness and engagement and supporting advance ticket sales.

Campaign targets younger dog-loving audiences

The creative work will also extend into the live event, including opportunities for content capture and vox pops. Tommy aims to create a consistent creative identity around Crufts that can engage audiences throughout the year rather than only during the four-day event.

Initial activity is scheduled to launch in late October, ahead of Crufts 2027 at the NEC Birmingham from 4 to 7 March.

Laura Coyle, Senior Brand Manager, Crufts - Royal Kennel Club: "Tommy's pitch stood out from the others we saw thanks to the way they captured the sheer scale and variety of everything Crufts has to offer. The team showed a real understanding of what makes the brand so special, then brought that to life through a bold visual approach that celebrates everything audiences can see, discover and experience at the event.

"We were excited by the potential of the idea from the outset. What the creative gives us is a consistent platform that allows for both adaptability and variety, helping us to build anticipation throughout the year, welcome new audiences into the world of Crufts and give our existing community even more to enjoy.

"We can't wait to work with Tommy and see the campaign come to life."

Crufts platform will extend activity beyond event

Will Tunstall, Co-founder and Chief Creative Officer, Tommy: "Crufts is a quintessentially British tradition, yet there is so much more to it than what we know from TV. We're excited to have the opportunity to introduce people to everything they didn't know about the world's greatest celebration of our four-legged friends.

"We're looking forward to creating a platform that entertains people wherever they spend their time, builds anticipation throughout the year and comes fully to life across the event itself. There is so much to discover at Crufts, and we can't wait to help more people feel part of it."

www.thisistommy.com

www.crufts.org.uk

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