Event Manager Maggie inside the "Fetch of the Day" food van, posing for a PR shot with Tails.com's doggy influencers.
I was contracted on behalf of Kru Live as an event manager for Tails.com's "Fetch of the Day" seaside pop-up event at Brighton beach. This event marked the debut of the UK's first ever beachside food service entirely dedicated to dogs. Tails.com, in conjunction with Mischief PR who handled the creative brief for this event, tailor-made this culinary experience for dogs of every disposition, serving up unique, nutritionally-balanced twists on seaside classics, hence calling it "Fetch of the Day".
Mischief also arranged for a PR shoot to take place prior to the event going live to the public, employing a food stylist, and doggy influencers to pose alongside myself as the faces of the brand. Sketch Events were brought on board to handle the design and build aspect of this activation, with the use of bright pastels incorporated into the overall colour-palette for the design, to reconcile with Tails.com's core brand aesthetic.
The day's menu offering consisted of three, nutritionally-balanced items, each incorporating a key product from the Tails.com treat inventory, including: Barking Burgers, Seaside Salmon Cones, and Frozen Watermelon Bites,
Seriously Meaty Burgers
Hand-Baked Salmon Biscuits
Dental Dailies
Good Dog Treats
The launch of this event came in response to a study revealing that almost half (49 percent) of dog owners in the UK regularly catch their beloved pets attempting to eat from their own favorite human meals during summertime outings. The survey, conducted among 2,000 British dog owners, found that 55 percent admitted their pets were more likely to indulge in human food at informal gatherings, such as beachside barbecues, relinquishing control over their nutritional intake. Furthermore, 42 percent reported an increase in this behavior during the summer months due to the prevalence of casual outdoor dining, with some confessing that their dogs snatched food from their plates up to three times a week.
The concern over the impact of such eating habits on their dogs’ health and nutrition was shared by the majority of British dog owners, with 56 percent expressing worry. In response to these concerns, Tails.com launched "Fetch of the Day" to offer a healthier alternative for the growing number of dogs frequenting UK beaches.
"Hydration Station" customized for dogs of all sizes, and branded deck chairs designed for relaxation
Doggy influencer "Babs" demonstrating the "Fetch of the Day" menu offering
Given my long-standing professional relationship with Tails.com, working not only on the ground as an event manager and promotional sales representative, but also internally as a training facilitator, I was specifically selected for this role due to my extensive product and brand knowledge, and my trusted reputation as a representative of the Tails.com brand.
My main responsibilities during this event were: to ensure the smooth operation of the food-van, including keeping track of inventory and ensuring all food was served in a presentable condition and tailored to the individual nutritional needs of each dog; to engage with potential customers about the pop-up; to relay key brand messages on behalf of Tails.com; to elucidate decsriptions of each of the menu items to dog-owners, flagging any potential allergens and answering questions concerning specific dietary requirements; to educate British dog owners on the dangers of sharing excessive amounts of human foods with their pets, and guiding them towards better, dog-friendly alternatives.
See Video-Footage of Some Iconic Moments from the "Fetch of the Day" Seaside Pop-Up at Brighton Beach.
