Every year, K9 Natural sponsors a Jack Russell race at the Wanaka A&P show; a rural event with traditionally 75 entrants and a small live audience. In 2021, K9 Natural wanted to make a big noise about the sponsorship and use it to steal market share from the alpha dogs of the petfood category. Our brief was simple: leverage the Jack Russel race sponsorship to grow K9 Natural brand awareness and foster brand love.

Meet the K9 Natural All Jacks, the world’s smallest but mightiest sports team.