By Principles Agency
Principles Agency has been appointed to launch Europe’s first cultivated meat brand.

Progressive start-up Good Dog Food, has appointed Principles to help launch the first cultivated meat product for cats and dogs in Europe, starting with the UK market.

The Leeds-based brand communications agency has been tasked with developing the strategic and creative brand positioning as well as cross-channel execution to launch the innovative first-of-a-kind brand.

‘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.

I’m also really chuffed to see the new proposition we’ve developed, with the input of so many marketing leaders, bear fruit and resonate with clients new and existing’ said Ben Norman, Principles’ Strategy Director.

‘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!’ added Owen Ensor, CEO at Good Dog Food.

This win comes at an exciting time for Principles who have made two senior hires and won several new clients off the back of a compelling new proposition launch - to help build unforgettable brands, and as part of a sustainable growth plan to double turnover and profit within 2 years.

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