Award-winning experiential marketing agency N2O has activated Hill’s at Crufts, Dogfest and county shows across the UK as part of a campaign to reach cat and dog owners with the nutritionally-tailored food.

N2O, who were tasked by the scientific pet food brand to find a way to reach both cat and dog owners at the same destination, created an experience with virtual reality and hands-on elements to immerse pet owners in the brands.

Pet owners could see the world through their cat’s eyes with VR goggles, find the right food for their pet via a product selector and take part in a quiz to understand their pet’s ideal weight. Pets tried the food and children had their faces painted to maintain sufficient dwell time in the area.

Clare James, Commercial Director at N2O, said: “We enjoyed the task set by Hill’s and really drilled deep into the data which informed our creative decisions, utilising insights to ensure we found the right places to find dog and cat owners across the UK.”