Pet food brand Nulo has emerged as a top performer in 2024, achieving significant sales and unit volume growth through an aggressive marketing strategy centered on its Fuel Incredible campaign featuring Olympic athletes.
According to Nielsen sales reports, Nulo experienced a 2.1% increase in sales volume, reaching $261.8 million, and a notable 13.4% unit volume growth to 40.3 million units. These results are particularly impressive given the overall softness in the pet food category, with only two other brands—Purina and Hill's Science Diet—showing positive year-over-year performance.
The company's success can be attributed to its strategic summer Olympic games marketing initiative, which highlighted eight world-class athletes who are also passionate pet owners. Gold medalist swimmers like Caeleb Dressel, alongside gymnastics icon Simone Biles, helped create a compelling narrative that resonated with consumers and retailers.
Nulo Founder and CEO Michael Landa emphasized the campaign's impact, noting that the Olympic athletes' involvement extends beyond the games. With multi-year contracts in place, these athletes will continue to represent the brand in future marketing efforts, potentially driving further market growth.
Beyond marketing, Nulo has focused on product innovation, introducing new categories such as Cold Pressed pet food, shelf-stable 'fresh' Gently Cooked Meals, and a line of functional treats and dental chews. The company is also investing in its core FreeStyle kibble portfolio, recognizing the significant volume potential in dry food products.
The brand's performance underscores the importance of strategic marketing and product development in a competitive pet food marketplace. By aligning with high-profile athletes and continuously innovating its product line, Nulo has demonstrated an ability to differentiate itself and attract consumer attention during a challenging economic period.
As the pet food industry continues to evolve, Nulo's approach of combining nutritional expertise with compelling marketing narratives could serve as a blueprint for other brands seeking to expand their market share and consumer engagement.
